UBI is giving a segment an increase in income (unless you are just printing money for it, which no one has proposed), since money comes from increased taxes or decreased existing spending somewhere else; there are, compared to the status quo ante, a segment of net gainers and one of net losers (with, most likely, a smooth continuum between.)

So it's not actually different from the limited implementations in the way you paint it (it's different in other important ways, but not that one.)