Well, I was suggesting that Microsoft use Impulse for GFWL, so this isn't that far off.
My concerns
a) If Gamestop screws over folks, what recourse will Stardock have? You mentioned that your application side was staying separate, would/could you move your games , or at least your future products back there, should it become necessary?
Is there anything in the contract that would at least discourage Gamestop from changing the way Impulse operates in regards to DRM? That's my main concern.
c) Is Stardock legally obligated to keep using Impulse no matter what?
I do think Brad is vastly underestimating the low reputation Gamestop has among many gamers. I'm wary myself. I just want to know I won't get screwed in the future.
I can see Impulse either becoming a legit competitor to Steam from this, or dying off completely, depending on what Gamestop does.
I also think you're going to need to get that disc printing for Elemental patches in the future up and running, because I am sure a good number of the most strident anti-DRMers will uninstall Impulse. I won't unless Gamestop gets stupid, but I am wary myself.
I do expect you'll see more Impulse-exclusiives now down the road, which could help competition.