Yeah, it feels very similar!! I've been having it for the past two days. I'm almost 14 weeks.
I didn't have any breast pain with DS, but my milk literally never came in with him, either. (No engorgement, no breast changes, nothing.) I didn't really have a lot of pain with DD either until after the birth, but I had plenty of milk for her.
This time around it is VERY much like let-down pain. DH has taken it upon himself (the martyr) to massage them for me. Maybe TMI, but it helps. (And since it's already TMI... light touch doesn't really do a lot for it. You gotta go hard on it. YMMV.) I normally hate having my breasts touched unless I'm actually nursing, but gosh, the massages helped let-down pain, mastitis, and apparently, also pregnancy pain. Go figure.
I'm also seeing some dried discharge on my nipples in the mornings. Weird having it so early. Also didn't have it in my other pregs!
FWIW if anyone wants to try it out, I promise I'm not trying to be graphic but just in case it helps anyone else, the massage is sort of like... oh gosh. Like starting at the base and then squeezing towards the ends. Heh. Also helps to do it with heat. I'm fine with taking baths in pregnancy, I know some aren't. But a heat pack often helps, like a warm towel on it or something. Or, if you're in the bath, I like using gravity - kind of let them hang (like while you're on all fours) and then do the squeezes downwards. Again, totally sorry if it's TMI, but it can really hurt and if my weirdo techniques help anyone, then cool. :)