I am so excited about this. I was just about to post but you beat me to it. This is pretty much the same solution as Colnago uses on their C60's. I think that up until this announcement, Colnago's Threadfit system was/is by far the best solution to the existing problems forced upon us by the whole BB30/PF30 fiasco. It's still a fix to problem and adds a further layer to everything, but in the absence of PF systems going away, it's a good solution.
To the consumer: Nothing. But it's not backwards compatible. Basically it's going back to the trouble free era of a threaded BB shell but retaining all the benefits of a larger shell, mostly for frame design options in my opinion. Hip Hip Hooray. Burn, pressift, Burn in hell!
To the manufacturer: Cost and labor. The whole move to the BB30 and it's successor PF30 systems in the first place was to reduce costs, number one. If they were to adopt something like this, they might be thinking they are going backwards in their efforts to reduce costs and labor. Too bad I say... give us something that works! Will they? Probably not
To the consumer: Silence, golden lasting silence. Ease of maintenance.
To the manufacturer: They can still have the large amount of "real estate" around the BB shell for which to attach large tubes and shapes.
Whether this catches on or not, and I suspect the large manufacturers will hate it with a passion, will be borne out in the marketplace. But it is a very good and sound advancement. I won't call anything a "standard" these days when it comes to bottom brackets because the whole thing is a complete joke. But this is the first development since moving away from the old BSA threaded shells that I could truly embrace.
Kudos to Argonaut Cycles and Chris King!https://vimeo.com/144672392