My understanding is that you could use that to auth with a site where you already have an account or where you’re signing up. But if blockchain enables me to go to a site I’ve never been to and be already signed in with a unique name I reserved on the blockchain, I’m pretty sure that would be a novel thing.
Maybe not enough to swing me over to being a crypto-booster, but this is the first time that someone has shown me anything at all that makes sense.