From the description it sounds like they're not making beer with beer per se, but rather making beer with hopped wort. You take the first runnings, boil briefly with hops, and use this wort at hot liquor for second runnings. Collect total runnings, add hops and continue boil. I'm not sure actually how/if this results in an increased ability to isomerize hops into solution (aka IBU) though. Sounds almost like hopping the mash. Sounds neat from a marketing standpoint, so who am I to argue. Personally, I think I'd take the 6 lbs of hops (yikes) and focus on late hop additions, hop stands, and dry hopping.
Anyone every tried palate wrecker?
FWIW - Wort only becomes beer when you add yeast.