Gotta agree with Kevin that the photo is misleading. At no place in their online data do I see any indication that they intend the material to be "bonded" to any surface nor to have anything bonded to it. Not sure just why. It's paper on both sides and we bond tile to paper-faced gypsum drywall all the time. And if it were bonded to a subfloor with some sort of pookey, kinda like Tavy ThinSkin, not sure why that couldn't work. All you gotta have is a 50 psi shear bond and you could call it an uncoupling membrane.
Hell, it might even be a crack isolation product with the appropriate testing!
They do point out that it's not waterproof, but the specs indicate it's very water resistant. And from my use of it in other applications, I can verify that.
But the only tile industry standards they cite are for use as a cleavage membrane over stud walls behind metal lath and a scratch-and-brown mortar wall application. Same as one might use roofing felt. Again, making that photo quite deceiving.
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Originally Posted by Kevin
At the least the other picture depicts what appears to be a backer board of some type over their product.
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I see only one picture, Kevin. What am I missing?