Yeah it's a great label, and undoubtedly the hype will exceed it. It's the same as Downwards, Sleeparchive or any other entity that has the will and focus to step outside of techno and show that, the beliefs most people have about what makes good techno are actually false. There are certain assumptions and standards with regard to structures and sounds in techno which actually aren't necessary, and in fact are sometimes detrimental to music.
What will probably happen to Sandwell is the same thing that happened with Downwards: Future producers will take the surface of what they do and adapt it to more 'friendly' techno. While people have respect for what they do, it takes a lot of focus and courage to stick to the essence of it, which is to move away from the gaudy pyrotechnics of techno and let an idea run its course with no distractions.
