My reading of this system is that it's a reasonable fail-safe mechanism to have in place where Best Practices are not being (or might not be) followed. Rental companies come to mind as just one example -- I mean companies that don't send a competent engineer along with the boxes. My guess is that these things are designed to bolt to the back of every magnet. Probably expensive on a per-unit basis, but hopefully will pay for itself with the first driver that doesn't blow past xmax. Could cut way back on warranty returns, replacement time in the field, reconing, shipping costs, thus netting out positive in the long run. At the risk of repeating what GB's already said, the bit of implied fine print for the max-excursion application is that it seems to be aimed at addressing not driver limitations but rather the limitations of a specific driver mounted in a specific box that unloads at a specific frequency. This is because the relationship between excursion and applied voltage is box-specific. (So, the primary target audience would be the cab builders, not the driver builders, the driver builders serving only as the delivery mechanism for the device. For example, the Avatar folks could buy Eminence drivers with the device already bolted on the back of each one, each already pre-programmed to slew maybe 5-10 Hz above where that particular cab lets go of its drivers.)
Of course in an ideal world you high-pass your bottom end (either between preamp and power amp or in the effects loop), keep an eye and ear on your cones, and all the rest. But you say that, for example, to most bass players, and they give you the ten thousand mile stare. Considering that fact, I think the market for this will be significant.
I'd expect the cab builders will have pilot units installed and out in the field with their endorsers pretty soon, if they don't already.