PRX starts podcast tech firm RadioPublic

PRX is forming a sister company called RadioPublic to develop a mobile, on-demand listening platform. Olivia Vanni writing in BostInno:

RadioPublic’s founders say they aren’t abandoning PRX. The two companies will partner, allowing RadioPublic to create a modern listening experience on its platform. In addition to content discovery and listener engagement features, RadioPublic users will be able to tap into top podcasts and PRX’s full catalog with an app slated for later this year.

Owning every step from creation to delivery makes a lot of sense as a producer - with PRX owning ad serving (see: Dovetail) and RadioPublic owning content delivery, they can get the all the metrics they want.
But what is the incentive for listeners to switch away from their existing podcast app? Exclusives?