Saw it at Musikmesse and talked for some time with the guys. The demo was quite surprisingly impressive (given the background noise at musikmesse). He was playing with kind of 80's super power strat. The emulation of various pickup types from ES-125, 335 up to tele & strat sounded promising.
Seems like they take a similiar approach as Kemper with frequency profiling. The company started some 4 years ago, and they pretend to hold a patent on the profiling technology. Larger version of the pedal planned to follow/launch next year, earliest.
Currently it is not possible to make your own profiles. Maybe a future feature. Though, they are planning something like a profile (rig) exchange platform.