Ok this is actually pretty cool. So I gave this a try and what I found in the first few mins of using it:

• you can login anonymously or with your own Google account (anonymous logs you into one of their shared Gmail accounts which personally I don't like the idea of)
• it manages all existing apps too, so you can use it as a drop in replacement for the play store.
• Updates aren't as well, there doesn't appear to be a background update option as android requires you to confirm if you wish to install the update for each app.

Overall solid app. I don't spend a lot of time in the PlayStore so the ads themselves don't bother me. The moment though I begin getting pop up ads / notifications I'll be jumping to this full time though