Not really a new idea. BF Goodrich made the R1 in the mid 90's, part of its claim to fame was a sidewall configuration that provided the effect of dynamic camber in a turn.

I suspect that a lot of assymetrical (tires that require you to mount one side "OUTSIDE") high-end performance tires use similar technology. Not necessarily straight-up "shorter sidewall on one side", but a carcass that is designed to deflect more on one side than the other when cornering.