What are Kevlar Metallic?

Been researching the $hit out of brake pads recently for my car and I came across this website that sells Kevlar Metallic brake pads? I’ve heard of semi-metallic and ceramic but never Kevlar Metallic, anyone have any idea what the quality of these pads are? discbrakepads.net sells them and there is a coupon I found for 10% off (brakesale-0930-2010). Thoughts? Comments? Input?!? Is this a long life material?

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