What value does it bring that coins like Monero, Verge, Litecoin, hell even Doge don't bring? I wish the team nothing but the best but it seems like a rather unnecessary addition to the market right now
It's not a recent addition, Pure has been around since September 2017 but only just swapped to be PureX. There apparently will be a decentralised exchange (PUREDEX) built upon it.
The price was pretty high for an alt (a high of ~$2.54 in early May) until the swap was announced in mid-May and the price plummeted.