From the information that they've published (paywalled article excluded of course) it does not seem like they're going for anything necessarily novel or niche-filling, more just making another option. That's not necessarily a bad thing, as (coming from someone who works in BCI) more tech is always welcome, even if it's in what I and most other people I talk to consider a dead-end technology (EEG).

Also funny you bring up the Muse, as I actually worked there a few years back. The Muse 2 is a reasonable increase in signal fidelity though with a tradeoff in that it has more issues in adverse environmental conditions (sweat etc). The main difference between the generations is in usability on the consumer end, which is the target market for the device. It was never intended to be a research tool, and it excludes many of the important electrode locations for research. For that reason, calling it a toy is roughly accurate in my opinion.