They've been constantly licensing or outright buying completely different franchises and games in the past 2 years, trying to fling as much at the wall as they can to see what sticks - K47 (whose launch diverted a lot of Bolt Action support for several months), GoA, BRS, Dr. Who, 2000AD (Dredd, SD), Project Z, Terminator, ToH.....now they've announced this and a fantasy game Erewhon? Even their most diehard fans have to admit that this is a LOT for a middling company like Warlord to take on in a span of a couple of years.
At least with Konflikt 47, a good chunk of what every player is going to buy as models (unless heavily investing in a Rift tech-centric force) is going to be Bolt Action kits of vehicles and infantry, plus sharing all Warlord's plastic WW2 terrain.
I see K47 as a cool side-game which can sit side by side with
BA as it plays to both fans of WW2 games AND more sci-fi stuff. The other games.....not so much.