Nope, looks like LEGO to me.
Seriously though, I had a lot of the 1980-1982 Technic sets so that product line feels very familiar. I can appreciate what you're saying about the SW figures though-they very much don't look like LEGO. That having been said, once you've actually built some you will find that they use many common LEGO parts and more importantly follow a well-thought-out build process.
Bonus thoughts:
While I'm still not convinced I should be buying large sets anymore, I did pick up the tiny BvS set & I still love Supes' hair piece. I hadn't realized there was a Nexo Knights promo on right now and was really impressed with the polybag. There's a lot to be had here and it's a great way to start pushing a new theme.
Finally saw the two new SW sets in a few stores. I really am surprised they are so expensive. Like I said before, they should both be $20 cheaper.