I noticed that too, but I wonder if what they are offering is just a proprietary formatting for context store, or is there something more operationally complex than that.
Whoever is able to act as the central store for all your context and be the integration point for all your agents running on top (including your proprietary ones) will have leverage in the ecosystem. Everyone else will be the supplier. The more context you have from different places (code, tickets, PRDs, markdown files, CRM, etc) and the deeper your agents plug into all of this, the harder it'll be to switch away to something else painlessly.