This is a type of ceramic, the differences are the porcelain enamel and the steel defuser plate. I would guess the finish may make it a bit more durable than a straight ceramic, but both the BGE and Kamado's come with lifetime warranties. It will be interesting to read about heat retention and fuel efficency benefits over the other two, but I can't imagine they'll be significant. The other difference is the steel diffuser plate, again it'll be interesting to see how much more beneficial that is than ceramic.
They may be onto something for the Weber loyalists who may be looking to upgrade or can provide some significant advantages to justify the price over other kamados. Hopefully its not a "we need to get into the kamado market, but need to come up with something a little different. I know! A double "steel" diffuser plate!" type of deal.
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