I'll have to see one of these things before I understand it.
What humans typically mean by 3D takes place in the brain. It relies on different images entering the two eyes, and the brain making sense of the parallax.
Could they be saying that the screen somehow projects an image depending on the angle of viewing, so each eye can capture a different image? If so, you would think that you would have to be a precise distance from the screen for it to work.