It seems like it's made to be a better alternative to the Metal Zone. It has some similar features, and seems to be trying for the same kind of mid range chuggyness that the Metal Zone failed at. From that video demo, it seems like it would be a decent introduction to metal distortion for someone who doesn't have the amp or gear for it, and who doesn't have the budget for it.
I still haven't heard any "heavy metal distortion" pedals that made me want to try them though. Maybe the Digitech Death Metal, just because of how hilarious that one is. And the Behringer heavy metal pedal, because it sounds the right kind of absolutely sickening and disgusting.