Yep, it's almost like regular rye&wheat&seed bread. Bread has just 3% of crickets and they are dried, grinded and mixed with flour. So bread doesn't have like cricket filling.
imo it's more about marketing pitch to see how people like this idea and offering something special rather than new type of bread.
There are already a few insect farms and insect product companies over here like
https://www.entocube.com/
Definitely one of the future food production directions (insect protein).
I'm sure it will be big thing in US too (by your local companies).
but I still prefer my crickets fried and salted :0008