I think it is similar to the existing products. They have just tweaked it to be a bit less sweet and more neutral in flavor. They also have a slightly different nutrition profile. And they have successfully marketed to tech guys instead of the old people and hospital patients the other products are aimed at. I think they will also arrive at a lower price point.
They also have long and short term goals for the product. Short term, they want to deliver quick, cheap basic meals to techies. Long term, they want to be able to provide a basic staple food for the world's poor populations. Further, I think they want to eventually go to an all chemical product, with no "natural" (e.g., no oat flour) food products as ingredients.
TL;DR It's similar to the existing nutrition drinks, with some flavor and nutrition tweaks, different marketing, and different long and short term business goals.