Must be getting their website ready for April Fool's Day, but they jumped the gun a little bit!
"HyperBearings actually provide negative friction under optimal conditions. Rather than slowing you down, they produce a small amount of thrust via polar atomic automagnetophoresis"
That site's been around for quite a while and obviously a parody. Even if you add stuff to the cart, the price and shipping doesn't add up to the total. Funny stuff.