First, it is different because it is inflatable. The pillow comes in a small travel bag with a cinch tie on top. The deflated pillow can be stored inside, or you can leave the bag at home. This is great for when you have limited space - maybe you didn't want to check a bag and need as much space in your carry-on as possible, or maybe you just have a lot of stuff! It takes up a lot less space than pillows I've traveled with in the past. After taken out of the bag, it literally takes a few seconds to inflate. You just puff two or three full breaths into the pillow, and it's ready to go. I have used the pillow for about a month now as a passenger in a car, multiple times per week, and I have not experienced any deflating.
Second, I love that it has a strap on the back to attach the pillow to the headrest on the seat. With standard U-shaped travel pillows, the only thing holding up the pillow is the traveler's head. I like that with this pillow, you don't have to pinch it between your head and your shoulder, or your head and the side of the plane/car with square pillows. True, it won't give as much head support as a U-shaped pillow if you're the type with your head flopping all over to the side, but the design of the pillow does allow the sides to "pop up" in a way and support the sides of your head.
Travel will never be 100% comfortable, but I think this is the closest one can get - especially with the portability of the pillow.