Yeah that's it's main problem, it's trying to be a solution to things that already have solutions.
The two main purposes are flexible placement of expansion boards and storage. At the moment, there doesn't seem to me much call for flexible placement of expansion boards, there aren't all that many times putting it somewhere other than on the mainboard is useful, and most of the times it could be useful, risers suffice. For storage, U.2 has already become the standard being used for SATA Express as well bay-mounted PCIe drives and is an extension of the ubiquitous cabling standard SAS uses that SATA is also a subset of.
So in other news, I wonder when Thunderbolt 3 will be on Intel processors. I doubt they can integrate it onto just a process shrink or minor architectural improvements, so I suspect it will wait until at least the next micro-architecture. That also means it's probably been planned for a while now.
I wonder, though, with Intel making the specs open soon, will AMD be able (if they wanted to) to add Thunderbolt to their Ryzen processors on the AM4 through the existing USB 3.0 lines, or if that wouldn't be feasible due to how USB-C maps the signal lines.