In terms of what it does and how it's no different to similar applications in that it combines behavioral analysis with heuristic detection and signatures to combat malware. The interesting feature though is that it loads before any other system drivers so is in complete control from the moment you switch on.
The downside of this of course is that if it fails you likely won't be able to boot at all, safe or otherwise.
The only real concern I have is that no one is yet confirming just how "free" the final version of this is going to be. If it transforms into another Cloud AV then I shall lose interest just as quickly as I did with that!
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Knows nothing and cares even less
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