Murman - I'd say it's a bit of ECB and a bit of UDS. Looks like a fairly decent smoker and the remote therm is a bonus. Plus it says its vents are sized for a BBQ Guru so that's a nice touch.
QJuju - please keep in mind that this is a smoker and not a kamado cooker so comparing them is like comparing apples to oranges. I really wouldn't expect it to grill a steak the way a BGE can, but it would likely do a good job for large smokes.
So it might be the right tool for the right job for those who need one. No offense intended, but using a BGE for a big, long, slow competition smoke seems to me like using a power drill to hammer nails, or using a Maserati to pull a holiday trailer.