This (the Adidas) would be like squatting with a board under the heels, but in a lesser manner (less height). Some people think its easier, and certainly for certain physiques, i.e taller people it may well be.
Additionaly some people say it takes the glutes out of the movement and emphasises the quads more, which I tend to disagree with. In my opinion, which may not be worth much, its places more stress on the patella region (knee) and there are ways to improve your squat posture and general technique which will enable you to squat without raised heels.
The issue of enlargement of the glutes seems to stem more from a genetic predispotition than the fact that ssquats actually make your ass enlarge to record size, if your family has big glutes then the squat may well bring this to light in yourself.
I'd experiment with wider stances and assistance or working with exercised like hyperextensions and stretching properly once warmed up to help you squat without raised heels.