I have a 10yo $100 version of this that's ~22" square, but with no digital controls or electrical features of any sort. It came with a worthless round shallow charcoal pan so I made a labyrinth 6" high charcoal basket that slides in the bottom, which it appears this has direct from the factory. (MB...you owe me a royalty check!) Mine is just natural air draft, so setting the temperature is a matter of just setting the vents. If you load the fuel uniformly, and keep the door shut, it maintains temp to about 30 degF which is fine for me. A full labyrinth of fresh fuel gives a 6h cook; I usually only fill it 2/3 high.
Since mine burns evenly, I have no flare ups, which I think is a by-product of the controller electronics continually turning a fan on and off to maintain temps. The physics and flavor profile of mine seems identical to my "bullet" style smoker (like Weber Smokey Mtns) when run as a charcoal (or charcoal and lump) machine. These are just square in cross-section instead of round.
Which is a flavor I like and a nice change from charcoal-free/all-wood. If I did have a flare-up issue, I'd just cut a sheet of steel to put in the bottom that arrests the flames but lets the smoke go around the outer edges or through small .25" puncture holes in the plate. (There are some bullet folks that complain of flareups...they might be the same ones that add a thermostatic fan like this has!)
This is NOT going to replace the MB gravity grills. This one's cheaper, and can hold lots of food (as is true of all vertical smokers) esp if it's thin like briskit instead of fat like butts. But the gravity has a true high-temp grill option (this is a traditional smoker only) and when you turn off a gravity, you can save a lot of the fuel for next time. And as I get older, I find the biggest advantage of the gravity layout is everything is at table level. You don't have to crouch down to load or clean one of them. Seriously I haven't used a vertical machine since Christmas holidays. (You can fit lots of nuts, etc in a vertical!)
So I think this is a totally different market than the Gravity series. I think MB is taking aim at the Weber Smokey Mtn with this. Weber still doesn't offer a thermostatic control with theirs, although there are plenty of after-market options. Then again, if MB doesn't address Mike's problems (and I think they're easily solved) MB will do nothing but create unhappy customers with it.