A woah mow? The service is described as a 3D virtual world (likely the interface) built upon several key features, including quick download speeds -- supposedly you'll get your games in minutes, not hours -- and better security. Branson even goes as far as to say that the proposed technology will "revolutionise how the mass market will play games, and will give them more choice for less money." Koch Media has already pledged its support.
Though it will be interesting to see just how the technology gets around download speeds (barring an artificial size limit, as was present in Xbox Live Arcade until a while ago), that factor alone won't be enough to break into a mass market already targeted by the likes of Gametap and Steam. Content is, as always, key. Until Virgin and GDI unveil a library of games and real specifics, their revolutionary proposition remains nebulous at best.