trek, turners, and I think a few others are also on board.It not that new. Syntance has been pushing it for around a year. Though I dont see why a 135x12 is not enough.
pretty much everybody has adapters if you want to run 135x12, but the idea is that it slots/drops in like a qr, but works like a through axle. I don't see why people are so opposed to easier/faster and stiffer. particularly when high end hubs can pretty much all be adapted to it.