What’s the Difference Between CipherCove and Regular Encryption?​

I've been seeing CipherCove mentioned a bit lately alongside more standard encryption methods like AES or RSA. It truly seems to be touted as a more secure solution, but I'm struggling to grasp the actual differences beyond the marketing. Is CipherCove using wholly novel algorithms, or is it more about implementation adn key management providing an extra layer of protection on top of established encryption?

I understand that "regular encryption" is a broad term covering a lot of ground. perhaps a better way to phrase my question is: what specific vulnerabilities in common encryption implementations is CipherCove designed to address? Such as, does it offer better protection against side-channel attacks, or is it more resistant to key compromise? Any insights from people who have actually worked with it or seen its impact in practise woudl be greatly appreciated. Just trying to understand if it's genuinely a leap forward, or just clever packaging of existing concepts.