I can't comment on the specifics of the process this group will implement, since they are still developing the process.
But the goal seems reasonable, to provide tools for students to think about college earlier and to provide tools for colleges to look at students holistically. Especially with the common application eliminating nuanced questions, colleges don't have much to go on in admission decisions beyond grades and test scores.
I don't see a problem with creating a platform for kids to look at colleges as early as 9th grade. When I was in 8th grade, 40 years ago, kids had to start thinking about career (and Vo-Tech options) or their college prep path. When I got to Hopkins, surrounded by elite kids, all of them had been planning for college throughout high school.
But if talented kids, because of their school or environment, don't have the encouragement or tools to think about college as early as we did, waiting until their junior year is too late for them to compete against those that have a 2 or 3 year planning head start on them. It gives these other kids a way to compete, and help colleges attract elite kids who don't have hyperdemanding moms.