Talked to one of the founders a bit over a year ago and he essentially said that it’s about having something you can present to co-workers and bosses as a way to start using nix that isn’t painful to get up and running for people who aren’t already in the nix world. At the time, their hub didn’t have a good privacy policy and they didn’t have answes as to why or when it would change, so I stopped paying attention to them. No clue what it’s like now.