Boron is already present in a lot of good oils that you can get off the shelf. While I think the claims made on that site are a bit misleading (90% reduction in wear over what??) it doesn't mean that the technology doesn't work. I know that Boron transmission treatments have actually proven to be quite good in certain cars. The technology itself isn't new and shouldn't be dismissed as quickly as it has been in this thread.
What's interesting is that the claims made on that website are similar/identical to the ones made on this website advertising a similar product. There must be some central study they are basing the claims off of that I'm too lazy to dig around for... http://www.luboron.com
Good read on the topic here:
Check out the link in the above page to the RT Vanderbilt site for some more info and testing done on borate esters and their anti-wear properties...