DC Through Coil Motor

Check out this motor running on YouTube https://www.youtube.com/watch?v=Q-sviTC9M-4
Visit my instructable tutorial for more details, tips and complete instructions: http://www.instructables.com/id/DC-Through-Coil-Motor/

Short story behind this motor:
One day my brother sign himself for a thesis to develop new type of electric motor. Funny part is that he want to be a dentist and have no knowledge about electric stuff at all. Its quite challenge to do invention on something really old and proved like electric motor. But I was quite impressed about his ideas how inventive motor should work, i found some problems with the concept and after few talks we came up with this. We was not able to find similar type of motor on the market so we decided to make prototype. Please let me know in comments if this concept of motor is described somewhere.

Idea:
Difference from conventional motor is that rotor of our motor goes directly through coil. It works like rounded coil gun, if you take e