Unless it can be paper thin this does not look better than magnetic tape.

As the article explains, the whole purpose here is to be able to store data on a medium that can endure harsh conditions, including heat, moisture, radiation, and physical abrasion. The company's website claims the medium can retain data for 5000 years without power, and is water and fire resistant.

I reckon you could scratch it pretty easily.

The underlying ceramic film is already used for protecting tools like drill bits and saw blades from physical damage, which is why it was chosen for this project. They already found one of the most durable materials in the world, and asked whether they could store data using that already-durable material.