I'm not sure how I feel about this. On one hand, this sounds pretty neat, but on the other hand, Steam is pretty good and I don't want the market to become even more fractured than it already is.
Steam is actually pretty terrible and could cause a crisis in the video game market, especially because of the out-of-control inflation in the number of games on the platform. Developers compare this possible crisis to 1983 and call it the indiepocalypse, because a lot of indie developers could disappear (mostly on Steam and mobile).
Otherwise, sure, Steam is pretty good for the customers. But I could understand why some developers could be interested in alternatives. But not sure if this one will be able to get big enough, like all the other ones who tried and failed...