IMHO, the choice of prolog unnecessarily straitjackets a modern production system, making the engineering approach of this startup that much less powerful, flexible, or viable than it should be.
Also, the (!/0) operator allows you to prune choice-points and control backtracking so that it is not unconditional. Many Prolog implementations support (->/2) operator, as well as ((*->)/2) -- the soft cut, for more fine-grained control. SWI has a nice library for even further control over backtracking as well: http://www.swi-prolog.org/pldoc/man?section=solutionsequence....
Also good Prolog programmers usually are not overly concerned with backtracking, as they usually have strong knowledge of modes and determinism. See: http://www.swi-prolog.org/pldoc/man?section=modes. This is mostly second-nature to a skilled Prolog developer.
Until the startup in question can make a compelling case for using prolog, much less avoiding the brittleness inherent in expert systems' resolution model, count me a disbeliever that their 'better way' really is.