the info you list clashes a bit with some of the things i have heard, but my info is around 2 years old at this point, and things may have changed.
the "aliveness" level was quite low back then, and i had serious issues with the way they were teaching self defense (mostly related to overly complex scenario driven exercises with no aliveness.)
also the head instructor was quoted to me as saying that he couldn't enter grappling tournaments because he would "hurt people" which i found to be odd coming from a jujutsu sensei.
also the use of "american jiu-jitsu" is an odd choice, perhaps they are unaware of phrost's gym and coach using the same terminology. this should be addressed by someone involved with either school.