The technology is for now officially called "Seam Carving for Content-Aware Image Resizing" from what I can tell.
Pritty, freekin' amazin'.
The possibilities are very promising. It's applications in film/video could be stunning too, though most likely process intensive.
Googling for it, even with the names of the two guys who created it does seem to point to what was said here: Adobe has gotten first further development dibs on it by hiring one of them. So it doesn't look like it's on the market yet.