Details are thin, but the distinguishing feature seems to be having the payload built into the (currently non-existent) upper stage. Which… eh, could be a win depending on specifics but hard see it being a game changer. Save a bit on structure and avionics, lug a bit more mass to the final orbit, make it harder to launch of different LVs
¯\_(ツ)_/¯
Like a few others, they also tout optical communication
https://www.cowboyspace.com/
