This website is really rough, the writing is dense and the first rule of video club is don't get one of the founders to narrate the video unless your CTO is Morgan Freeman. That said, I think this is just so unbelievably audacious that it's worth a look anyway.
The concept seems to be to take hardware's supply chain model and use it for software development. So instead of having one company figure out your requirements, plan the project and build everything, you use a marketplace. Each part is put up for bidding by any supplier, meaning you get specialisation and competition.
Oh, and the suppliers are actually software agents. And "parts" includes everything from requirements gathering to opcode generation. In essence they want to build their own industrial revolution for software development, from scratch, using (basically) DAOs.
Is that possible? I have no idea. My first instinct (and second, and third) is no. But if it is, it could blow up the entire industry. Rubbish or genius, nothing in between.