"In the past, I have seen some self oscillating dc/dc converters. Will they be simpler as compare to this?"
yes hm, just look Bob Boschert's first switching mode power-supply some thirty years ego, that was the basis of his company "Boschert Computer products, he used 2 [two] transistors for a 25W off line power-supply....
I could not find the details about the controller TPS55010 indicated in the picture. Is it a new device, not launched yet?
Also I would be interested to learn about asymmetrical half-bridge flyback (I know flyback, synchronous buck but not "flybuck"). Unfortunately, I don't have access to IEEE and can't refer the paper mentioned in the "Reference".