what the heck is it for?

Most likely the latest snake oil in a bottle, like ProLong or Duralube.
   With all the ceramic particles in suspension, sounds like a great
way to plug up the oil filter and oil passages in the engine.  Similar
to the graphite laced oils available in the early 80's.

Ceramic coatings only work correctly when fired at high temps onto the
wearing surfaces.   IC engines get nowhere near the temps required to
fuse the ceramic to the underlying material.

 From their web site, "Ceramic Power Liquid reduces in a visible way
fuel and oil consumption, lowers exhausts’ waste gases and increases
engine power."  Yeah, the results will be visual when your engine is
reduced to a smoldering lump of fused metal.

 Nowhere on the site do they guarantee that the product won't damage
you engine.  Test results most likely not carried out under lab conditions.

Isn't that stuff used to clean toilets?