recently I had been to Siemens Automation Road show. there they have explained only the software part of it. the Programming follows IEC61113-3 like ladder, FBD,STL etc. The software more or less like DCS software where all HMI screens more or less standard and less generic in nature. There are no of modules but they have not given any cost difference. Siemens recommends mostly for process applications only. I feel it is a hybrid in nature.