This sounds like it's possibly a more comprehensive front-end to Service Catalog, maybe a bit more abstracted from the provisioning b/c it says 'infrastructure

This sounds like it's possibly a more comprehensive front-end to Service Catalog, maybe a bit more abstracted from the provisioning b/c it says 'infrastructure as code tools like CloudFormation' where Service Catalog is strictly pinned to CloudFormation. It also seems to include some facility for building the account itself (e.g. logging, vpc endpoints, etc) that today is just generally done with homespun IaC tooling and automation. Probably useless for smaller organizations, but if you're a central technology team trying to engineer a safe cloud platform for your business units to develop, deploy and operate on, any improvement over what AWS provides to date would be welcome.