I got a very Bioshock vibe going through that. I mean, what did Bioshock 1 do? It sent you into a broken down utopia where people were promised freedom and the best living possible. Bioshock 2 was just a continuation of that disillusion and descent from a different angle. Bioshock Infinite? You go to a seemingly great sky city and instead find that it's a religious cult hiding terrible secrets that you destroy from the inside out (among other slightly more convoluted plot devices). What do we get here? Yet another city flaunting itself as a utopia. Yet another city pushing its gene splicing skills on its citizens.
So either it's Bioshock set in the modern day/near future (which would be an interesting change of pace), or it's going to be a game very similar at least in nature to the Bioshock series.
I'd say it's more likely to be Bioshock, but I won't be too surprised if it's something a little different either. I'm guessing we'll get the actual identity of the game sometime this summer, most likely during E3 based on how much work they've already put into the website.
Edit: Okay, I read the medical "pamphlet", and this has gotta be Bioshock. DNA manipulation is a staple of the series, and I just don't see the use of these common themes from their most popular game series being anything else.