Jup, except that a helicopter system does not use independent control. The blade angle is controlled mechanically, each next blade will at the same position have the same angle. This new thing seems like it has independent control of each blade. But I'm not sure what they can do with that that wasn't possibe with a helicopter-like setup.

I think it's unlikely you'll see a helicopter with this tech soon. This runs at 40 rpm. A helicopter main rotor is more like 400 rpm. And getting a blade "misaligned" at speed in a helicopter would immediately tear the whole thing apart.