Interesting find Lizzi, makes a fair bit of sense inside a group handle.
I also noticed they said:
"La Marzocco is even considering offering these portafilters and Teflon coated steam wands as an option on their new machinery."
I would like to see how the steam wand goes, I would expect it would be nearly self cleaning.
Why not take it a step further and coat the jugs too? If nothing else it would save a lot of water in the wash-up.