my understanding from the article was that they do not kiln it, however, due to the fact that you have to clean the barley before use anyway an extra step (roasting/kilning) shouldnt be to difficult.
The problem i see from this is the lack of reducing sugars in the raw barley due to the fact that the barley is unmalted and therefore contains lots of long chain starches.
Limited reducing sugars = limited maillard reactions = less complexity in taste.
I dont see this as a viable alternative to beers with lots of flavor, however for your generic light american lager there could be plenty of room for potential cost saving opportunities.
If more clarification is needed feel free to ask, I just got off my 12hr shift and am quite foggy headed.