We can possibly infer some stuff:

1) With the emphasis on it being a home miner, hints at a design focused on running quieter. Note the use of water cooling and one 6200 rpm fan. Higher audio frequencies are easier to attenuate, especially if you are not using the case and it's support as a sounding board. They have eliminated one fan.

2) 190 vs 189 chips. So the performance per chip is roughly the same, except going to 14nm saves about 300W. Less heat generated helps the design goal of less noise.

So the major metric for this unit is noise reduction. If it can truly function "quietly" in the home, this is certainly a new market, a consumer one and one that BM can't address right now. This is also the reason why the power supply is integrated into the unit. Additionally, the integrated software to mine higher return coins adds to ease of use.

On paper it looks like a well focused effort to sell miners to home users with probably the ease of use of a TV. Probably too early to call it a scam.