Personally, lossless quality just sounds like a great way to blow through my data caps even faster. I'm sure some will love it, I question whether it's worth the extra bandwidth.
So they will stream some DRM-ed wav files ?
This sounds like it'll be an additional cost (like it is with Tidal), as opposed to Apple Music. Also I really can't think of a reason why it'd be region-locked.
But anyways, been hoping for this for years and will definitely switch if I'm not geo-locked out of it. I've experimented a lot with FLAC and 320 kbps and I can clearly notice the difference in my mid 20s with a couple of hundred euros worth of audio setup.
For both Spotify and Apple Music, I stream at "normal" quality, but download at "high" quality. I'm sure those options will extend to lossless.