just offhand, it looks like a kind of silly concept- it looks like they are making their diet formulations based on breed and age, and I'm quite a skeptic about different breeds needing different diets. Certainly dogs might need different, individual diets, but you would base the diet recommendations on the dog's activity level, type of activity, and individual quirks like what the dog can digest or is allergic too, not their breed.
Also if you scroll down their ingredient list, you'll notice a lot of low-quality plant-based protein sources are listed, like beans and pea protein. These are not good things to feed to dogs. They also have some other ingredients of questionable quality listed- dried egg product, for example.
If they would actually custom-produce a kibble for you based on what YOU wanted to put in it, that might be very useful for many people.