The task that they are taking on is not trivial, going against Paypall and all. But using directly crypto currencies to pay is really what many people have been waiting for since Bitcoin appeared. It's starting to happening now but, this project could bring it at mainstream level hopefully.
If you think about it, paying with crypto has been around for as long as they have been slapping a Visa logo on Crypto pay cards and Bitpay cards. I finally ordered my Bitpay card two weeks ago. This is a good project and I see it maybe getting picked up by some major online retailers, but this is not new and mass adoption is going to take more than one company. Good news though. Mass adoption and crypto on the mainstream are happening now. It is going to take all the major industries to start using Blockchain tech. Coming soon.