The Verge has a good overview of what they want to do:
For internet addicts, a gadget to help you slow down and savor
And here comes Artflix:
The idea of paying for fine art, or treating it like an investment vehicle as so many wealthy buyers now do, scares me. Electric Objects hopes to keep things simple, aligning with the business users are familiar with from their streaming video and music services. "We will probably start with the Netflix model where a subscription gets you access to all the original artwork," says Jake Levine, the company's CEO.