I'm not a fan of the concept, but not vehemently against it either.
Back in the day, manufacturing tolerances were such that if you had a multiple belt drive, you had to order a "matched" set from Gates, of belts that had been measured off the assembly line, and were the same operational length.
Their actual length was all over the shop, but they were the same, and held the same(ish) load each.
If they are confident enough in their manufacturing tolerances that they are now saying that the ribbed belts are so uniform that this is possible is a good thing. But it also means that mounting boss locations, pulley sizes and locations have to be more accurate than ever before, as there's no adjuster to provide constant tension and take up the slack.
That last point is where I have the issue. With a spring adjuster, the belt tension is fixed at a design point, which means that bearing and pulley lives can be calculated easily.
Manufacturing tolerances of all of the above mean that the system has to be designed for the "loosest" combination of belt manufactured long, pulleys small, bosses close being able to live a long, slip free life.
Which means that an occasional engine will have the "perfect storm" of short belt, large pulley, boss and mounting pad locations, and have the absolute highest bearing loading in the spectrum, and suffer a "random" early failure.
For AC or the like, I love the idea.
For alternators and water pumps, I'll take some convincing.