It does look to be modeled after Grayscale's cryptocurrency trusts. Similarly, shares will only trade on the OTC market, so this is not like an ETF.
The only real difference I see is that Wilshire Phoenix will be undercutting Grayscale's fees by more than 50%.
Interestingly, Fidelity Digital Asset Services will act as custodian for their bitcoins. That's the first I've heard from them since New York granted them a trust charter. ETF or no ETF, Wall Street has certainly arrived.