much more rugged than the current micro-usb connectors
Really? I'm dreading what I expect to be MUCH more fragile cables 
You just can't jam that many wires on a fine-pitch connector and have them come out very robust. Apple Lightning connectors are bad enough, and USBC has even more wires
also nice that one can integrate them into the pcb so that they form more or less an integral part with the pcb itself.
There are micro-usb connectors that mount in slots on a PCB... There are also micro-usb that are significantly more robust than the ones that most people have trouble with (the have TH tabs!)