You mentioned it won't have access to Google Play or Play Services APIs. That will be a serious challenge, and they are bound to end up with a lot of frustrated customers.
I don't see how they can advertise that it runs "top Android apps" & "latest Android apps" without supporting the Play Services APIs.
Yeah, it'll be interesting. This really is also the key question as to whether non-Google Android distributions are actually viable. Essentially whether controlled Play Services means you control Android. Although, bear in mind that they are running their own App Store, so they should be able to filter for reliance on those APIs, which would at least mean you wouldn't have software crashing (just people somewhat mystified as to why certain Apps aren't available).
I don't see how they can advertise that it runs "top Android apps" & "latest Android apps" without supporting the Play Services APIs.