I have not run across this.It sounds like it may be similar functionality wise to PDF. In which case, I think I would stick with PDF for this application unless the advantages are things that are simply impossible in PDF.
Example:
PDF does, say, features A, B, C If you want A, B and C. Choose PDF
EXE does say features C, D, E. Some overlap with PDF (feature C), but some different options, D, E. If you want C, D, E, choose EXE
This format, if does what PDF does (A, B, C) but better, I'm not sure it is that useful. However it does something important extra (A,B,C and new feature F), and you need F, then it's more compelling. I suppose feature F might be their imaging capabilities - if you are dealling with very image centric documents.
) browser plug-in for Explorer the other day and it works great. (I added it to my Linux box, too.)