Sounds interesting but I'd like to see it stand up to the kind of footfall common in shopping centres!
I also used to deal with shopping centre managers - trust me, they are (apart from a select few) only a few degrees removed from apes.
The basic principals of tiling have been in place for at least 2000 years now - for one good reason: it works (and it lasts) - ok so that's two then!
For goodness' sake, they drop in the word "nano" and everyone instantly goes "oooooooh" and has a little moist patch appear!
Neoprene rubber is very chemically inert and is used in a lot of special applications. But is it durable? Doubtful.
I'm gonna take a flyer here and call shananigans.
(and b*ll*cks too!)