The lie of the golf club is the angle the shaft is set to when the clubhead is flat to the ground. I recently picked up a slightly used set of Callaway Apex irons, which are forged (so the lie can easily be changed). I didn't like the lie so I took them to a pro shop. It turned out every club had been bent to the same lie. The shafts were standard length but 1" over (not unususal).
There was/is a small group of people who think the lie should not change from club to club. Where DeChambeau revolutionizes this thought is keeping the shafts all the same length to assist in keeping the plane the same too (without changing the stance to accommodate). What separates him from other golfers is his clubs and arms are both on the same plane, and they are for each club.
He is not the first revolutionary thinker in golf. There was a golfer named Moe Norman who came up with a radical swing and was also freaky accurate with the same idea. This video is well worth watching for golf fans:
https://www.youtube.com/watch?v=JeIT0af2C_M&nohtml5=False
DeChambeau seems to be using Moe's philosophy and taking it even further by standardizing both the lie and length of the club.
What he is proving is there is more than one way to skin a cat really well. Pool is the same way.