Here's the deal; you fork over the information along with an email contact for one of your engineers who can answer questions and the Linux kernel folks will write an open source Linux driver for your device. It's an effort to discourage proprietary "binary only" drivers without compromising too many of the corporate "secrets" these companies are trying to protect. The code will be completely open, but the little secrets and tidbits learned along the way can be kept out of public sight.
Seeing as the over 1500 Linux kernel developers are top-notch engineers, the companies get to save money and still get the highest quality drivers in their name for their products. What's not to like, right?
Some companies will reject it out of hand. NVidia comes to mind, here. But surely some will take advantage of this and we who use Linux will benefit in a big way.