To me it looks more like remote access to miners produced by them. You can register dual miner on that website and then you can remotly check and maintain miners in your location.
I actually agree with you here that it may just double up as a miner hosting (as well as a cloud mining) option for their gear. They may be taking a leaf from the bitmain book of tricks, but (it has been said before and) I believe that is the way the home mining market is headed.