From a brief glance at their site, it appears to be an automated utility that posts messages and links on 'relevant' blogs. For example, a blog slanted toward gerbils might be a good place to leave a comment with a link to your gerbil hubs. Supposedly Google thinks highly of this type of backlink. If there are thousands of gerbil blogs out there, perhaps your gerbil hubs will be favored by the search engines if every one of the relevant blogs links back to you.
Cynically: if this strategy actually works, then the authors could own every niche simply by using the program themselves.
The truth about backlinks is that they have to be earned in order to have any value to the search engines. Any site that permits backlinks to be added by bots will do you no good; Google knows the difference.