You Cannot Change the Laws of Physics, Captain

Brooks Sports is advertising its new cushioning system by highlighting its viscoelastic properties.  The new system (called DNA [1]) uses a "highly-viscous non-Newtonian fluid."  The shock absorber uses a semi-liquid filling instead of a semi-solid filling.  The company blog interviews a material engineer who talks a little about basic non-Newtonian behavior.  He uses ketchup as an example.  So far, so good.

The web page that discusses the technology (link here) does have a mistake.  In the video at the bottom of the page, the material engineer states that a "non-Newtonian fluid does not obey the laws of physics." [2,3]

It is precisely because a non-Newtonian fluid obeys the laws of physics that we observe unusual physical behavior like shear-thinning or shear-thickening.  A fluid that did not obey the laws of physics would defy gravity, or it would spontaneously separate into its individual elemental components.  

[1]  I could not find an explanation for this abbreviation.

[2]  Brooks is traveling the country with a vat of cornstarch and water advertising the new technology.  For other videos of shear-thickening behavior, go here.
[3]  I left a comment on the Brooks blog, but either it was not approved, or was removed.