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Great question! Theranos was designing its own testing machines. Be Golden is using existing validated testing methods.

Theranos promised to build a machine that would reduce the cost of blood samples by multiple order of magnitudes. They were unsuccessful in building it, and they lied about the progress of it all ton investors, journalists etc.

This is using existing - proven - testing methods and process. The claims are much less extraordinary; they are not claiming to completely transform an industry, but "merely" to give you additional insights on your health based on what's already known to be working.

Maybe it won't be successful or maybe the insights won't be as interesting as they claim, but it's nowhere near what Theranos was doing.

It's one conventional blood marker, widely used in medicine. Not suspicious IMO.

The chilling effect Theranos created was the worst outcome by far.

Most biomedicine companies aren't doing things which can lead to a Theranos result, and 99% of the companies which are building devices with an eye toward FDA approval are doing so honestly.