New tools, languages, or methodologies can be an improvement over existing ones, or they can be enablers for something different. The recently approved Accellera Portable Stimulus Standard (PSS) can be either or both.
A lot has been written recently about how PSS can be combined with constrained random verification methodologies and that demonstrates the improvement aspect of the language.
It is to be expected that the major EDA companies are focusing on this because it gives them a good story to tell their existing verification users and an incremental sales opportunity. It also allows them to increase the value and differentiate their existing products from those of the competition, providing a strategic scaling opportunity. Unlike existing verification technologies that have been commoditized, PSS is still in its infancy and they can employ some degree of creativity in this space.