It's something called WVA:
VA panels provide a good middle ground with better-than-IPS refresh rates and contrast levels, but have worse viewing angles and color production, although generally still better than TN. Response times are VA’s largest downfall, though, being slower than IPS and its variants and TN.
Yeah, now the price makes much more sense now with it being WVA. Especially w/ the awesome + huge panel-size (32''); 1440p resolution; and AMD FreeSync support. Sounds pretty damn nice to me.
I dunno why'd they wanna hide that it's a WVA panel. Unless I'm blind, that wasn't even on that store-page you linked!
Looks like it got pretty good reviews on Amazon, too.