The option to run unmodified executables is nice if you have closed-source linux binaries, but they are rare, and this is directed towards developers and not deployment anyway (where this might be a useful feature).
When I heard "Linux subsystem", I was hoping for a fuller integration. Mapping Linux users to Windows users, Linux processes to Windows processes etc.. I want to do "top" in a cmd.exe window and see windows and linux processes. Or for a more useful example, I want to use bash scripts to automate windows tools, e.g. hairy VC++ builds. And I thought it would be possible to throw a dlopen in a Linux program and load Windows DLLs. Since I don't need to run unmodified Linux binaries, I don't see what this brings to me over cygwin.
I am hoping though that this might be a bit more stable (due to ubuntu packages) and faster than Cygwin, and that it might push improvements of the native Windows "console" window.