He has actually been around for awhile.
As far as the name, it was probably just another way to teach Krav without having to deal with all the trademark branding issues that were going on.
FYI, the KMAA tried to copyright the name for several years and were in a legal battle to do so.
Eventually, the USPTO ruled against them ruling the name generic.
All of the other Israeli arts that popped up in recent years were more than likely given different names to not have to deal with that.
Combat Krav Maga, Haganah, etc....
Now anyone can teach Krav Maga from any organization.
Be safe, If not kick someones ass.