I think you are just assuming things. I think most likely this is exactly like a lot of existing generators, such as Daz3D, but with a lot more work put into them. Especially regarding the material model, hair, animation morphs and the like.

Just look at the rig controls, it's exactly a better, and more polished version of rigging controls that have been used in animation studios for years. I think they are just doing what everyone else is doing, but with just a ton more money.