For those who have not played Company of Heroes it is more about unit positioning and microing those units effectively. It requires a different set of skills than other RTS games.
Unfortunately I have not seen this catch on. Relic, the developers of CoH are working on Age of Empires IV and so I hope they will infuse their particular style RTS in it, but, for good and bad, it looks to be very similar to past AoE games.