This could be interesting. I think competition is a good thing. It would be interesting if they found a way to bring more people in more easily. I think that's often one of the challenges with Steem projects in general, is being able to make it easy for new people to begin using the project. Short of making their own blockchain that works alongside Steem like Dtube has done, I suppose that's an issue that Steem itself will have to look at sometime.