This arrived today and I'm trying it out this evening.
Is it a gimmick? Of course.
Do I like it? So far, absolutely...
Here's a Forbes article about the release. The note breakdown consists of juniper berry, orange blossom, nutmeg, charred oak, and birchwood. I can find each of these notes by looking for them but the initial, overall impression feels closer to a single scent. I'm sure it'll take a couple of wears to get my full impression of this fragrance but, so far, I'm pleasantly surprised.