The "NOVELTY" is incorporating anywhere from 2-5% of a spider's DNA, into mundane silk, using silkworms...
"In summary, the present study yielded transgenic silkworm lines that produce composite silk fibers containing stably integrated chimeric silkworm/spider silk proteins that significantly improve their mechanical properties, despite low incorporation levels."
This was the Proceeding of the National Academy of Sciences Monster Silk results, not KBLB's. Beyond the science, significant results are the novelty, and 3rd party confirmation can be thrown in.