their platform is live..

Nice Idea but... Where can you exchange the digital to the physical gold? How can it have the same price world wide if it can only be exchanged at one location? Also, are there any costs involved when exchanging it to physical gold? Can this be done anonymously?

For me, too much trust required. Need to trust the physical gold depository. Need to trust that 'digital gold' will not be issued in excess of physical gold. These are big enough barriers for a new entity. But even if all that is on the up&up, need to trust that some government won't come in, guns blazing, and confiscate the gold.

See e.g. Liberty Dollars for precedent.