It's the algorithm used by SiaCoin, and others.
Sia is currently developing and selling their own Asic, but which is not shipped before June.
Sia's "Obelisk" runs at 800GH, which a power consumption of 500W. First batch (June) was sold around 2500$ and batch 2 (End of August) is sold now for 1600$.
Bitmain is hardly hitting Obelisk with this move.