At the risk of a downvote I'm going to have to respectfully disagree with your comparison here. The entire unique value proposition of IOTA is that it has a tangle and not a block chain whereas this is blockchain based tech.

The tangle allows for free transactions (among other things) which in turn allows for a much greater network capacity at 0 cost. For any application where high frequency 0 cost transactions are needed this is in no way competitive with IOTA and that has always been IOTA's niche.

This project is a blockchain based technology targeting IoT applications, but from a technology standpoint it has much more in common with bitcoin than IOTA. I feel like any analysis of IOTA that doesn't mention the tangle is missing the core concept behind the currency.