This explains it a lot better than the OP. (At first I was wondering if it had to do with "blockchain", because of the word "block" and the OP seeming like the kind of "solution in search of a problem" I associate with blockchain).

But now I get it. Standardized content plugins across apps, basically?

Sure, makes sense. I wish I thought any of the platforms involved were interested in making any investment at all in interoperability.