Thats exatly what I've been thinking. What's so great and new in Theory11? Cool sounding name, and a couple of visual effects. I don't see how t11 brings the existing ten "theories" of magic into a new level. Or how does t11 unite the magicians?
Logically thinking, Theory11 is a online magic marketing company, that makes money by selling effects. So, nothing new. Only a couple of visual effects.