Sounds like an old business model with a new language.
Still, making the lumbering giant tread into the 21st century is not going to be without pain, I'm glad to see they are at least trying.
Assuming this might have a similar effect, Oracle should better speed up those value types and AOT compilation improvements.
There is nothing for me in it, there is nothing for you in it, but there is something in it for the swift developers (and thus, for IBM).
There are presumably still a lot of people that see benefit in being able to write one programming language across their whole stack.
If IBM wants to stay relevant, they need to start controlling how things like this are announced and branded. IBM actually has a cool set of offerings here, but it's obscured behind a collage of unfamiliar names like Bluemix, OpenWhisk, Kitura that belongs to a group called IBM MobileFirst Offering Management.
With a barrage of names like that, it reeks of a group that's going to be reshuffled and rebranded into something else 1-3 years from now.
People want one name and one comprehensive page. If you want to attract Swift developers to use Bluemix, then direct them to something like this: https://github.com/ibm-swift/kitura
Developers these days want one name that they can google, download the bits, and get started in under 5 minutes to see if it's something that's worth their while.
http://www.h4labs.com/dev/ios/books
And dozens of bloggers publish Swift articles every week: