I can see OpenAI pushing for this as a sort of more durable moat compared to the now huge number of agentic harnesses that run on your own machine.
This might be getting the foot into some sort of bundling as well. Like unrestricted models or custom fine tuned agents inside this and not providing direct APIs to those endpoints.
That being said I don't see a lot of reasons for people to jump on this if it doesn't bundle something killer. Like to me the fact that GPT Work runs on your own machines and all the artifacts and work in progress there for you to look at is sort of the whole point. I don't just want a final artifact.