Yes you are correct. I wouldn't think it would be the same language but similar technology.
Are these systems powered through the same 2 wires carrying signal, if so this would be a very powerful and versatile system?
DMX is controlled via dedicated communications wiring. These individual fixtures appear to be controlled via the 12V power lines. I would liken this more to X-10, insteon, or UPB, except this appears to communicate via 12V rather than 120V power lines.
The only thing similar, in my mind, is that both DMX and this new FX system allow one to control individual fixtures. The underlying technology appears quite different, to me.