These indeed have been available for quite a while from Chinese manufacturers. Unfortunately, these use custom cells and tend to be more expensive than the more standard Li cells. A lot of them get poor reviews for not lasting the advertised amount. And there are quite a few instances of them exploding / burning up during charging.
This is simply an established manufacturer moving onto an existing product space. But it is quite welcome.
These are best for devices that have a higher power draw where you would need to change regular alkaline batteries often (and rechargeable NiMn - even more often)