Strictly, remote management cards on servers do nothing virtual. They are connected to a physical USB port in the host server, and they present a hub with several attached devices (keyboard, mouse, and potentially several mass storage devices). That's why something similar couldn't really be done with the EyeFi card.
Software could conceivably be made to talk to the EyeFi card as a remote filesystem, much like mounting a WebDAV share (look up FUSE), but that's much more difficult and error-prone than just transferring the files. After all, if you have a spotty WiFi connection, what happens if your machine tries to write to the remote volume? Data inconsistency, that's what.
The way they do it now is much simpler. Files just appear in a folder. One-way data transfer. With a little scripting, you can automatically import the contents of that folder into whatever DAM software you use. After Aperture's discontinuance was announced, I switched to Capture One, but I'm sure Lightroom could do the same.
Agreed - it is a little unfair to judge this new product from the poor transfer rates of those 5 year old cards. But to me the main problem was the fact that you had to export from the eyefi app back to iPhoto. Which clearly hasn't been fixed.
I would be *okay* with slower transfer speeds if it went straight into iPhoto.