First, I think that it is important to realize that this ammo is intended for the US market and not Canada. Most people are going to be able to handle and shoot a 9mm more effectively than larger handguns chambered to more sensible bear defense options.
And even if we were able to carry sidearms more freely here in Canada, the 9mm definitely would not be my first choice either. I would be carrying my 10mm or my 41 Rem Mag with heavy loads (Buffalo Bore 200 gr hard cast and 230 gr SWC Keith, respectively). (I was impressed of the reports of the effectiveness of the 10mm Buffalo Bore ammunition on Cape Buffalo. Definitely some serious penetration on large, heavy animals there! Yes, at extremely short range, but on a charging grizzly or brown bear, or a polar bear, distances may be as close and personal.
There's a reason why the CO's in BC changed from the 9mm sidearms to the 40 S&W; penetration.
In talking to the CO's that were instrumental in effecting the change, they found that the 9mm with 147 gr bullets would only penetrate approx 4" of muscle and bone compared to 20" of muscle and bone penetration with the 180 gr 40.
As for the 357 Magnum, Phil Shoemaker's daughter Tia loads and carries 180 gr hard cast bullets in her 357 Mag when guiding in Alaska (her back up rifle is a 416 Rem Mag). So obviously the 357 Mag will handle an Alaskan Brown Bear. And obviously she knows how to handle herself in bear country, and her chosen sidearm.
It is interesting that they are able to market a polymer coated bullet in the US. Aren't the outlawed "Cop Killers" polymer coated? (I don't recall at the moment...but it may be a different polymer or material)
In the end, if the polymer coating improves effective penetration, then it cannot be a bad thing...but efficacy on bears, of all types and sizes, will remain to be seen. The average problem bear that is 3 years old and about 150-250 lbs is definitely a different animal than a 500lb plus mature bear, of any variety.
Efficacy testing on wild hogs of varying size should also be interesting to see.