Looking at the $$$ awarded -- that's interesting: $37k/year, and while there's a $22,000 "ancillary expenses" component, institutions administer it, and can use it like any other indirect cost $$$. Conversely, industry funders have to stump up at least $100,000/year per student.
https://www.nsf.gov/awardsearch/show-award/?AWD_ID=2624416
Appropriately enough for a pilot, there's a structured usual cohort-mentoring and outcomes evaluation component.
(NSF brings 3 years of $$$, but as it is, it doesn't seem like attempt to nudge people screwed over by GRFP restrictions towards industry.)