Nothing revolutionary about it indeed, I've been buying Bitcoin with SEPA for years now via Bitonic.
They also perform the KYC automatically by using your bank details from the transfer you make.
No need to upload any documents, so it's much safer than most exchanges that force you to upload a copy of your ID

Thanks for your answer, dude!
I have seen through Bitonic -- they are really cool, but there are only BTC at the platform, no ETH.