I also don't quite understand how Keras is integrated, it looks like a somewhat outdated copy/paste of files from the Keras repo.
Additionally, this enables us to add TensorFlow-specific features that would be difficult to add to the multi-backend version of Keras, and to do performance optimizations that would otherwise be impossible.
Such features include support for Eager mode (dynamic graphs), support for TensorFlow Estimators, which enables distributed training and training on TPUs, and more to come.