It seems to me unlikely that there are large numbers of people who are not already making porn videos and uploading them that are going to read about this site and decide this is the time to start filming themselves having sex and posting videos on the internet.
And surely this kind of thing already exists? Not all porn videos follow a trope. I thought it was fairly standard in the creation of soft porn that either a. people make hard core porn will also upload soft core porn or that b. in 'professional' porn the actors will come in and make a soft core and hard core version of the same film, and the soft core version is then sold on to other sites/ adult tv networks etc.
So even if the people appear to be something 'ethical' in the video, there is no reason to believe that they are not part of a wider exploitative situation or were brought into porn by exploitation earlier on.
So I struggle to see how this is different from what already exists. For it to be different, there would have to be actual direct involvement from the people who own the site. They would:
a. have to be interviewing people and making sure of their consent and of the impact it had on their mental health. They would then have to employ them and make sure that the financial elements were reasonable to the person.
b. have to have some kind of proper creative ideas about why they were producing were different from porn, and they would have to actually go away and investigate and research the wide and varied interests that have developed away from the porn trope and have some kind of vision of what they're trying to achieve. And then they would have to make those videos with actors who can act.
But at the moment all I see is them saying, 'people who make porn for the internet, do us a softcore version.'
And there is nothing new about that. They're just going to be competing against other companies that distribute soft core porn, and they're simply trying to put an educational spin on it.
The other dubious element of it (particularly as they want to sell vouchers to under 18s), is the community aspect and interaction that the company is hoping for. Because then to really be part of that community, you would have to put up your own video. So the reality is not that a young man will learn how to have more 'real' sex with his girlfriend because that is 'normal'; it is that he will learn that having real sex with his girlfriend and then posting a video of it is 'normal.'