Magic lantern has been around for years, possibly decades. It might as well be a brand name at this point. I have almost no interest in photography and I recognize it and associate it with cameras instantly just from osmosing knowledge about it from the camera nerds around me.

I think their history is this:

https://en.m.wikipedia.org/wiki/Magic_lantern

Magic Lantern has been a Canon CFW for years. We used it in High School for our TV classes on our 5Ds.

I'm interested to see the implementation on the AXIOM, and I'm debating placing down an order.