I made a mistake with the name, actually - my apologies.
It's called "DuoTrap" - Basically, it's an integrated mount for an ANT+ sensor/transmitter system on the new 2010 Madones. It will capture both cadence and speed, and transmit via ANT+ technology to compatible computer head units.
It's a great idea IMO. They have a built-in sensor mount in the non-drive side chain stay.
I'm pretty excited - it's on my new bike, but I don't have an ANT+ computer yet. Not sure what I'll be going with. Maybe if these guys get that new pedal mount power sensor on the market soon and I stumble into a large pile of abandoned cash...