The filament is reported as being mid level at best, and it's severely overpriced for the amount you get. And it's just pure ABS. With the flashing of the EEPROM of the chip and board, you can make some adjustments to extruder and bed temps, possibly allowing for other materials. You also reset the length of material remaining to whatever length you want, so you can have multiple different spools ready to go on a hanger above your machine, you just switch between rolls as you want, without removing the cartridge.

To flash, you can do a little soldering and use an Arduino, or you can get a 3rd party device that goes in the USB port.