Mark,
I think perhaps it's because the threaded rod is designed to stretch. If the length that is in the concrete were bonded to it, that concrete connection would likely fail. So they work around that by NOT bonding the concrete to the rod. Only the steel plate is connected to the concrete.
Yeah, the plates look awfully small. But if you made each plate twice as big, would the added "outer edges" really be transferring much load? I dunno. But I do wonder.
As Josh was talking, I was waiting for the part where he or they thought that the steel plate embedment was so important that they actually built a REAL test piece and tried it out. In concrete. It appears it wasn't done. If it HAD been done, they could just point at it and say "Yeah, it works. Look over there and check it out." Didn't do it.
Meanwhile, over on the Tilt-O-Meter, things are sure interesting. Maybe confusing, too? Maybe it's working? Maybe it's not?
Tune in next week, kids.
spsalso