Who is currently the 2nd? Gamersgate? :)
I hope they are but I doubt it. They're a real bunch of swell guys, but they really lack the drive and ambition of Steam, and GOG to some extent. Hopefully with the downfall of Impulse, it will lead to better things for GG.
Anyway I'm digressing. What I like about this expansion of GOG, apart from the lack of a shocker PR stunt, is that if it pulls off sales-wise, it may well convince the moneyheads who are too high up the board room to pay attention to their consumer base that DRM-free has more than just fringe benefits.
Of course it may take a lot more time than expected since Twitcher 2's sales proved otherwise, but I'm optimistic.