I would hazard a guess that there is a real customer demand for such 'features'. If a custom C41 developer can alter specific colors in a controlled way, there'll be many users who would want to use it. If the new photchemicals company wants to cater to such user demands, nothing wrong with it.
The thing is, you can alter C-41 colours in specific ways without mucking up the developer - what you need is a developer that develops all the emulsions in all the layers
correctly as that makes it much easier to then modify colour globally/ specifically at the print stage (which is the point) - and if you need extended techniques to modify saturation etc (looping), reasonable accuracy & controllability help too - quite apart from print controls also having applicability here as well. And there have been C-41 variants in the past (Ilford's XP-1 developer for example), but they existed from a considerably higher baseline of fundamental knowledge to deal with specific needs. And finally, he isn't optically printing but scanning in an ill-defined way - so we neither know if he has hidden colour errors, or if the effects are smaller than he claims but is being exaggerated by how he is scanning.
But this firm does not sell pseudo-C41 chemical kits, but instead, to own saying, uses such process in their lab.
Possibly because if he attempted to sell it commercially he'd be hit with cease & desist for passing-off. Or that there are issues that would become obvious if it was sold commercially. He spent a lot of time trying to get people to tell him how to formulate C-41 chemicals on Facebook groups.
Why then? To save costs over the kits available readymade, or to offer their processing clientele something different?
Marketing to an audience who have not got enough baseline knowledge to understand the variables in the process and delusions of glory at being 'better' than KRL, Agfa, Fuji, Ilford, Adox etc's researchers. Dunning-Kruger essentially.
@AgX: Do you rule out the possibility that they simply might not want to use any 20th century formulations in their lab? Maybe their customers prefer if not explicitly demand 21st century formulations. The C41 substitute could very well be a 21st century innovation like Cinestill's CS6 creative slide 3-bath kit for E-6 films.
Sorry, but that's nonsense. It's attempting to pretend that a failed formulation (without enough chemical backup to find/ understand/ resolve
why it is doing this) is somehow 'better' without ever having tried to get it right in the first place. If the guy is on here using a sock puppet account - that doesn't speak highly of his practices does it? I'd have more time if he was more honest about how he'd gone about it & was more open to working to get it right, rather than pushing a bunch of chemically nonsensical claims on underinformed consumers.
Cinestill are doing something that doesn't pretend to be better than regular HQMS-K E-6 - and it is readily traceable as to what they are doing - none of which is new or unknown/ undocumented in the literature. They merely provide a pre-packaged form of what are straightforward First Developer variations/ failures with creative value.