Look a little deeper. Your "screener" section is an inbox. You can either whitelist or blacklist messages that come into here. In your Gmail inbox, you can also block addresses and never see them again. It is the same interaction - no matter what marketing spin you put on it.

If that's HEY's value proposition, then they're in for a rude awakening. Personally, I think the proposition is simply using something other than Gmail, which is a fine enough reason without needing to put any marketing spin on it. $99 for an alternative though is a difficult ask.