@bob yes, it is not new, but it is getting better. In the FILM vid they show some comparisons to other existing AI. It is more the quality improvement that might make it ready for market (if they didn't cherry-pick these too).
As for Stable Diffusion, I agree. But here the fact its OSS might mean there'll be broad adoption and variations. It was already combined with Midjourney (which still blows my mind, if I see what this generates). This birdsite link has an example: https://twitter.com/maccaw/status/1562285220140879872