The convenience is real. Most collectors who have never graded a card are put off by the packing, the insurance and the shipping, not the price. A counter in a shop that already sells the cards removes all three, and the store ships insured to CGC's facility in Sarasota and back.
It is also a volume play from the grader best placed to use one. PSA's cheapest open tier is $59.99, SGC's is $50, and Beckett is taking Express only, at $79.95. CGC is still taking cards at $17 in Bulk and $20 in Economy, and it is the one major grader outside Collectors. More CGC slabs in circulation, submitted by more ordinary collectors, is how a slab becomes familiar to buyers, and familiarity is most of what the resale market pays for.
What the announcement does not say
It does not say whether FYE adds a fee of its own on top of CGC's price, which tiers the stores can take, or whether Bulk's 25-card minimum applies at the counter. Those three decide whether this is cheap grading or a convenient markup, so ask before you hand anything over.
It is also not faster. CGC counts its turnaround from the day cards reach its facility, so a store submission adds a shipment at each end. Economy is quoted at 90 working days and Bulk at 150, before any of that.
If you are deciding now
If you have a handful of cards and have never submitted, this is the easiest route into a slab the market recognises. Get the store fee and the tier in writing, check the declared value on your receipt matches what you would want insured, and plan on months, not weeks.