note that it's only mutated values that are checked for conflicts, and only against other mutations (this is why it is efficient - the number of checks required is small). so you can get weird behaviour when multiple values are read while different transactions change each - there's a good example in the link above. this is called "write skew".
the whole approach is, in a sense, exploiting poor phrasing of the ansi sql-92 standard, which doesn't actually require serialisation even though that is the most natural way to interpret it (as far as i understand things). so you can think of MVCC as "exploiting a loophole" that leads to a more efficient system, but one that is less intuitive. on the other hand, this is not new - it's already the standard behaviour for postgres, oracle, sql server, etc.