Ya... I don't mind incremental updates, hell that's why I signed on to the Sonar Platinum lifetime deal. However this seems to be way too incremental for way too much money. Particularly given that their biggest features, supporting the SIP chips on Intel and nVidia cards, is both easy to do and not particularly useful. Supporting those ASICs is dead simple, everything does it, Chome, Edge, OBS, etc all use it, and the companies publish all the documentation and code you need. Likewise while they are indeed very fast at encoding it comes at the penalty of quality. Compare a bitrate-equivalent output of a good software encoder like x264 and the output of the SIP chips and it is a very obvious difference. They are useful for decoding video with less CPU use, but only useful for encoding if you are in a situation where quality is not that important.
I don't hate the inclusion, but if that's your top feature... well you haven't done much. Plus given that this is a brand new feature it shouldn't just be for AVC/H.264 it should work with VP8/VP9 and H.265 as well, as the chip support that in hardware these days.