Did you read the description of their service?
They're using the Bitcoin blockchain to post the one-way hash proving that the document existed at a certain time. They wrote: "This is possibly the first non-currency application of the Bitcoin Blockchain packaged in a commercial way for non-technical users."
That's precisely what Bitcoin is solving: it's the first system allowing to have trust without a chain of trust, without a central authority. And this is why IMHO Bitcoin is huge.
In a way Bitcoin-the-cryptocurrency is "just" one application of that decentralized trust.
Now that said that technique is known since a long time: if I'm not mistaken people have been using SHA256 of documents as private (?) keys to make a tiny transfer in the Bitcoin blockchain since basically as long as Bitcoin existed.
It's good to see it as an easy-to-use service although apparently there are already free alternatives...