It's alot like the TruXus STS.

The TruXus's are proven offroad. The width-wise grooves make it very good in loose terrain. If you're going mud bogging, these probably arn't going to be the best choices, but Interco say's they are just as good offroad and in the rocks as any traditional all-terrain tread.
The flame pattern is probably largely for show, but it still retains the needed pattern for loose-terrain (sand/snow/dunes) grip.
That said..I probably would take the Truxus over the Nitto...but that's my preference