Check the names, the events and check if you can be one of the partners that coinbase wants to work with. They are just in the experimental phase...
This is what they say in the article:
"In an ideal world, we imagine a dApp being created that can be used to verify a users identity across an unlimited number of platforms, by simply just entering a private key, or a block address or something similar. This would be fantastic and would do great things for the adoption of cryptocurrency and most importantly, for the confidence of those in the industry that have to tackle data handling issues on a daily basis."
That is what Self Key is doing!!!! Right??