That's very interesting.
Although, it does say that each year you are taxed at 30% of its gains - so say if the shares make 10% gains each year - you'd end up paying 3% tax each year (but nothing on the capital gains after 10 years if you sold it then - and really the 3% might be reduced by franking credits as well).
In contrast if you hold shares the tax each year is only on its dividends, reduced by the franking credits. So my shares are currently around 5%, and I'm at pretty much 40% tax, so given franking credits of about 30%, I think that works out at 0.5-1% tax a year (but if I sold after 10 years, I'd have to pay 20% capital gains tax on any gains).
So if the annual tax on insurance bonds is reduced by franking credits, then it probably comes down to how large the fees are changed by whoever offers these things.
If it isn't, they might still be worthwhile having some of them, if you do plan to sell off some of them in the future (because of the avoided capital gains).
Definitely, food for thought ...