Interesting concept, at first I thought it ment literally a strobe light, like little LEDs. Which would pretty much work against the physiology of eyes.
My guess is that the theory behind it is that by interrupting a person's vision, it forces the brain to attempt to process what they do see faster. Nike and similar companies do dump huge amounts of money in to sports RD (
example)
So there may be some hard science behind it. Or it could just be a way to get people to shell out their money.