Indeed the overall process is not new -- been around 30 years or so. But I think the design changes made by JB are likely significant, though I don't know the exact nature of them. Recall what he did with the tape-readers .. he didn't use any off-the-shelf components!
Envion's plant is 4x the size for the same capacity. Blest (Japan) has table-top versions that cost $130k and can only do 5kg/hr. These, no doubt, also use the same "process".
The catalyst may be key, but the efficient design and automation (e.g. contiunous-feed, self-powered, condensers, etc.) as well as dramatically lower cost-to-build will certainly help!
S.