I've noticed some of the new race helmets are dull finish and feel rubbery on the outside, maybe a trend in that direction.
Some helmets do come in a "rubbery" paint finish - which isn't this type of "superskin" treatment. I have found from first-hand experience that this "rubbery" type of finish is not very durable, as it seems to attract oils and become very dirty easily. Oil (e.g. from your hands) once it is on the surface, makes the paint softer and attracts dirt, as well as making the paint easily rub off in those spots. From the article about Superskin, I expect it would be more durable and not have this type of problem.