The capture card market isn't a particularly flashy segment when it comes to consumer tech. Once you've bought a capture card, you don't need to upgrade for years. They don't cost a great deal of money compared to high-end graphics cards or VR headsets, and advancements in GPUs have meant many PC gamers record and stream without a capture card at all.
So how do you stand out? Elgato's answer is to offer all the same functionality, but faster. USB 3.0 faster, to be precise.