For a start it is a nice way to announce bonding of Apple, Atomos and Pond5 I guess.

Isn't this a good explanation?

offers the opportunity for filmmakers and video artists to repurpose the footage that didn�t make the final cut on a particular project, giving it new life as creative content for other high-profile productions

Perhaps, also, a Vimeo-like "artistic, filmmaking, award winning etc." community move from P5.

Artists submitting are asked to provide a link to their work, along with details on which camera they shoot with.