It is an interesting conversation. When you talk to die hard tile setters they all say the same thing, thinset or nothing. However, I can see a few projects where other products are acceptable like doing a kitchen backsplash. The Bondera product certainly is intriguing but I’ve never had experience with it so it’s hard to say how it would perform. I’m pretty skeptical that it can develop sufficient shear strength to be used on floors but it might be worth trying on a backsplash.