Looks like a 2nd version of the BH bag that Schusterick was sporting at Worlds, seems like this one is much sturdier with a more solid base to keep it more upright. The thought behind it is to keep the weight of the discs and the bag on the shoulders instead of the lower back, on Facebook they mentioned it was designed specifically for Kevin Rarick with some lower back problems.
I give them props for trying something other than just copying the Grip, and if it is specifically designed to help with back problems I could see it being a hit if it's as comfortable as it is interestingly designed.
My thoughts.. It sorta half-looks like some of the DIY backpacks on this sight. I personally did a DIY backpack with the Mountain Trails camping/hiking pack where I put a PVC cage in the bottom like a lot of people do, but put 2 Innova Accordian Dividers up top with velcro so I could have 10-15 on the bottom and up to 12 up top. This is pretty similar, except slimmer and done more professionally with the discs more ontop of eachother rather than side by side.
I actually liked the look of the other BH bag, but agreed with many others that it looked far too flimsy to be able to last for too long and stand on it's own. This one seems to have fixed all of my previous doubts.
Judging by the picture, looks like it can fit close 30 counting the 3-4 deep putter pocket and maximum cramming. Might be a little less with having them all along the spine instead of stacked at the bottom, but it still looks like it has plenty of room.