Hmm... this is "QoS as a Service" (QaaS?)
But how can you deliver QoS if you are not the ISP???
Perhaps it is a "pure marketing" play where they aim to show a market for QoS-for-$ then sell the brand and customer base to the ISPs?
Years ago there was a short lived VPN service that tried just that. Making sure their service was on non congested optimal routes to game servers. But it didn't really take off, I assume because of that reason. All they could offer was what your ISP should hopefully be doing in the first place but nothing more.
Years ago ISPs may have been less evil than they are now.