"View" is a new option (or renamed and changed behaviour) in iOS 10. When you two on View you get the same rich notification as someone would if they used 3D Touch (which brings up the rich notification on a 3D Touch capable device.)
Don't quite understand your wording. What I know is that "View" does the same thing as "Reply" did in IOS 9. So functionality is the same. Just renamed. "Clear" is the same as the little "X" to clear the notification as was in IOS 9. So what is new about this functionality? It's the same thing but renamed.
"View" brings up the same quick reply that "Reply" did, at least for messages in IOS 9. Selecting the iMessage from the lockscreen and sliding (IOS 10) brings up the actual app. So nothing is new there either.
So where is the Rich Notification? For me it would have been a long hold to allow the same functionality that 3D touch allows. Which unfortunately Apple did not provide. I guess the "slide" on the notification what they refer to as "Rich Notifications." However, this was the same functionality in IOS 9 but the gesture changed.
So if you think about it was we had "Rich Notifications" from the beginning in IOS 9. If that is what Apple is referring to.