Had a bit more time to think about it and would also add to my wishlist:
Pulp
Waxahatchee
Jack White
O-Rod
Laura Marling
Basement Jaxx
Yeah Yeah Yeahs
Thom Yorke and/or The Smile
Bicep
Hinds
Oo I mean they are both AEG Presents festivals so there might be a link there. It does seem to be a thing of its own however; mentions two music stages and a third stage hosted by John Robb which "will delve into the artistry, movement and culture through in-depth discussions with renowned artists, going behind the scenes to reveal their stories"
I've seen a couple articles (v PR-fed) that says it is the "UK sister event" of Cruel World. Not exactly cheap, I'll say. Presale first release tickets are at £85 (presumably without fees)