I think I was imagining something different than that, but that is pretty interesting too.
It looks to me like that does all rows at the same time, but does one section at a time, meaning a 20% duty cycle.
I was thinking something that would do one section on one row, then sequence through each section, until it gets to the last section, then shifts to the second rows first section, sequences through each of that rows sections, and moves on to the next row, until it completes each section in each row one time. I think that would be a 4% duty cycle.
Actually building one of those seems quite challenging, but I could be wrong.
suicidalacorn, I think that anode pin controls the individual led, in each section of 5 LEDs, if I understand your question.