This is really good marketing, but e.max is around 5800 mpa vickers hardness this stuff is 710. The flexural strength of e.max is around 400mpa this stuff is 175. They aren't comparing apples with apples.
Well for one they only offer 3 shades, might be different now but thats all they had at the time. Number two is I am not going to be a guinea pig and introduce this material since there is no real study behind it. Looked ok, but still looks monolithic.