For sure it is just an upgrade, it is not a revolution or something else. It is the same ICO model, but with a guarantee that those tokens are going to be listed on this exchange. Thats why they are so popular at the moment.
In addition, I have seen Binance sell IEO since 2017, but by the beginning of this year when they sold their exchange tokens, they created fomo when all other exchanges followed suit, making many people show now fomo into the IEO