To quote the article:

a Type-B that seems to have a proprietary connector and a Type-C that is compatible with the USB-C standard.

So its half proprietary. No thanks!

Most important question

noo we need yet another standard!

Displayport is an open standard in name only. The specs require membership in VESA, something that requires a hefty sum of money. Even open-source projects have to restrict code that implements Displayport because of the licensing restrictions imposed on the "open" standard.

Lock-in.

I think it's aimed at TVs in general, not computer monitors. Many people mount their TVs to the wall, and having a single cable to run hidden in the wall would be awesome.

Nah, it's for powering the 1000w RTX 6090.

It would just put extra thermal load on the GPU.

Passing power through doesn't have to put noticeable load on the GPU. The main problem I see there is getting even more power to the GPU - Nvidia's top cards are already at the melting point for their power connector.

The popular use for power delivery through a display cable is charging a laptop from your monitor; it's already very common with Thunderbolt or USB-4 monitors. But 480W seems a bit overkill for that.

Thought of this too, with the addition "so we can control that market".

That's a lot of power! Are there even any devices that use this?

It's likely dc current which without the alternating magnetic fields will not degrade the signal as bad. But I whole heartedly agree with you on power delivery. What could possibly need/use that much power‽

So is HDMI? Smaller connectors aren't always better, and it's not like it's SCART size or something.

It depends on the voltage used. If they run 48V which seems to be supported by USB-C EPR. Then the cable has to do the same 5A it's capable of doing today. Then the heat is the same.

When it comes to their own new connector/cable they can use even higher voltage or more/thicker conductors for power.