Here is a better picture of it:
Honestly though ribs are not that hard to penetrate, they are pretty soft and pliable for the most part when the animal is alive.
The pig is more impressive to me, they are pretty tough. A rhino or elephant would be even more impressive.
I don't see where these heads are any different than most of what else is on currently on the market. Just a replaceable blade head with a chisel point on them. I do like the looks of them though.
I don't see where these heads have done anything that any other head on the market wouldn't have done or have done in the past. Every game animal on that page has been taken with a conventional two blade head at one point or another. Heck, most of them have been taken with long bows and stone heads in the past

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My opinion anyway.
Paul