SQL Server Data Services, what is it for?

Microsoft has announced a new service that uses SQL Server database: the SQL Server Data Services (SSDS).

These services are "ighly scalable, on-demand data storage and query processing web services" according to Microsoft. Also, these services support simple programming interfaces for example from C#, and support both SOAP and REST type of interfaces. For queries, LINQ can be used. Sounds cool to me!