I noticed this as well and it ended up being this:
Lane-Keeping Alert, which warns you through steering wheel vibrations that simulate driving over a rumble strip. You can set the system to activate either the Alert or Aid mode, or both.
I have the EGR Rolltrac (manual version) on order (backordered), but this seems like a really good alternative. I plan to mount the Kuat Ibex to it using the t-channel system. I think I still prefer how the EGR sits inboard of the rails and lower/more flush, but this seems like it would be more...
Are those T-channels on the rails for mounting racks and other accessories? I can't quite tell from the video or the pictures on the website. Looks good though!