I just downloaded their whitepaper. It looks like they are indeed trying to reinvent LinuxMCE. They split their version of DCE router into two different layers, called DCL and DFL, essentially.
What is nice about what they are doing is focusing on the ease of use aspect of things. I didn't read the entire thing... and they are pretty far away from a shipping product... But it seems like a relatively unsophisticated user was able to use a kinect as a control interface to turn on appliances.
However, like LinuxMCE, the devil's in the details, and I don't believe that they would ever be able to release a finished project that didn't smack of "hobbyist" in terms of set up, maintenance, etc. In other words, they will have to deal with all the complexity issues surrounding integration that we do currently. And LinuxMCE has more than half a decade head start. They hint at this in the closing paragraphs. So, I think they realize that they have to do a lot more development work to even begin to make a finished project that the average person could use.