The USP sounds good, because the energy costs associated with mining bitcoin are one of it’s major downsides:
Chia instead relies on proofs of space in file storage, which people often already have and can use for no additional cost. It combines this with proofs of time that disarm a wide array of attacks to which proofs of space are susceptible.
There’s definitely a lot of noise in the cryptocurrency space right now, so something like this might ordinarily be easy to ignore. The reason it isn’t is because Bram Cohen is behind it.