Actually, this is not an unexpected, or necessarily bad development. Remembering the heated discussions about A-11 Football, from a couple of years ago, there wasn't much support for the dramatic changes this approach made to the game of Football, as we currently know it.
The game of Football has been doing just fine, bumping along on it's own, and since it doesn't seem broken, there wasn't a lot of interest in fixing it. Now the poropnents of this approach have decided to "go their own way" and create a DIFFERENT game. There's room in this world for Canadian Football, different levels of American Football, Eureopean Football (aside from Soccer), Arena Football and all sorts of Flag Football and each game is on it's own to succeed or fail.
I don't think the success, or failure, of this "new" game will have any material efect on the more traditional, and enduring levels of football we are all familiar with. It seems better for something "Different" to strike out on its own than to try and change something that's already working just fine.