I was thinking the same at first, but let provide a more optimistic view. It has a few advantages over domain-fronting: it has a spec, does not single out a single domain (google.com or souq.com for instance), and has two CDN providers behind it, which means that there will be at least some kind of competition.

It can be a differentiating factor when one of the three major cloud providers is losing steam and want to have some privacy-related PR.