The manufacturer calls these "the last round you will ever need," designed to "take out all your vital organs," opening "nine separate wound channels" and making your guts explode beyond repair. This is how they claim they work:
The invention of the G2R's projectile R.I.P.™ is related to the ability to control the way the projectile reacts as it passes through different mediums by control of the mfg process, geometry and the rate of failure at different zones along its axial length. More particularly but not limited to the ability to take the projectile and predictably have it stay solid in one medium but yet have the exact same projectile predictably react as a fragmenting bullet through a different medium without alteration of the projectile. The geometry at the tip of the projectile has much to do with the way the projectile travels through tissue. It has been long known in the medical industry that a trocar point penetrates the dermis layer more efficiently. Patents for trocars appeared early in the 19th century, although their use dated back possibly thousands of years. It is the use of this geometry at the front end of the projectile that does specific work at the point of entry from one system to the next. Dependent on the medium the projectiles geometry is designed to react differently.
In their marketing materials, they say these are the ultimate "self-defense" tool. You know, perfect to use against any menacing teen walking at night with a hoodie, carrying Skittles and ice tea. Here's an image of the bullets:
Above: Proof that some humans love to come up with more creative and effective ways to kill other humans.
Like with hollow-point bullets, the Hague Convention prohibits the use of these bullets in war. NATO member countries don't use these type of bullets. In the US, hollow-points are legal—and popular—among the civilian population and police forces.