Slightly odd choice to use a motor instead of an eddy current brake or some such, when it’s supposed to be a drop-in replacement for existing braking systems.

Is it supposed to be a quick hybrid conversion system rather than just a brake?

EDIT: I’m not sure if it is. The article makes it unclear, but going by the manufacturer’s site, the electric motors are meant to replace the piston on the caliper, rather than using the motor itself as a brake.

It’s still a mostly conventional braking system.