Or a fleece that has been coated on the outside only - sweat is sucked in by the untreated side and literally pumped by the hydrophobic coated outer layer.
Needs more work yet... quite how you're going to put the outside of a fleece in a vaccuum chamber, for example... and if you're got a hydrophobic outer how is that going to help water get out from the inside? The hydrophobic "pump" used by Nikwax Analogy works from a combination of the surface treatment and the fibre structure, and it takes both of those to work. If liquid water can't get in, I'd suspect it'll have a job getting out too, but there again that's no worse than typical waterproof/breathable coatings/membranes (which are designed to pass vapour, not liquid).
forget about niches, 'sold' the right way this could be end of 'waterproof/breathable' fabrics industry and it's ancillary products....
I think that, much like the introduction of Goretex in the first place, it's likely to be gradual rather than a revolution. Because it's hard to sell new stuff in a conservative market. That's why I think that in the first instance (i.e., now and the short term) it'll be a niche, but it could well end up much more. But don't expect Goretex to be a memory in 2 years time!
I wonder if part of the problem is the numerous flaws and shortcomings of existing technology have become almost invisible through familiarity. We know that Goretex boot liners are plop in many cases, but that doesn't stop them selling as "guaranteed to keep you dry", and any new technology will have people asking searching questions they wrongly assume Goretex et al have answered. I wish it were not so...
Pete.