Interesting! I had not seen this. On their website they mention diffusion but not the other models so it might not be identical but its definitely similar.
It reminded me of the (possibly apocryphal) story about Liam Gallagher trashing a hotel room on tour - when asked by a reporter "why? It's been done before." he supposedly replied "yeah, but not by me".
Sometimes the "by me" is the interesting / fun / instructive part.