I must confess that I'm quite surprised by this myself.
I have some inside info about the making of the blade and this info made me curious to try one out. The steel used in this blade was the pride of Swedish steel manufacture and specifically made to outlast the best Gillette blades. It contains a mixture of metals and the production line was tweaked to very tight tolerances as the machinery was renewed.
This blade certainly does not look like a winner and contains no buzz words, unlike the ones made for the US market, but it does deliver! The problem is getting an unopened pack, with the factory sealing and hoping that it has been stored correctly in the British harsh wet climate...
I have a few of the SSE and find them to be excellent. My understanding (like yours) is that Wilkinson, not previously a blade maker, looked at the offerings from Gillette and decided they could do MUCH better. I still prefer the UK Wilkinson chromium edged blades, which are probably the same as the SSE but with a PTFE coating ...