I'm trying hard not to be the token anti-cryptocurrency dude here, but yeah, the theme of the year seems to be "We've invented the wheel - now with Bitcoin!". The glut of different freshly minted cryptocurrencies from everybody who arrived upon the bright idea of starting out a new cryptocurrency, pre-mining it a bit and giving a fancy name has led to people differentiating with different tie-ins to try to get people adopt their coin adopted.
There isn't any instantly apparent reason Storj is tied down to cryptocurrency (which they themselves admit will be changing), although I'll admit it does give a snazzy way to pay for the storage service, but it's nothing new - at least Mojonation was originally based specifically around the idea of micropayments with a cryptocurrency. In fact it sounds exactly like MojoNation from 2000 with Bitcoin like Merkle trees for proof-of-storage thrown in.
While there is absolutely nothing wrong with improvement like that, one thing that catches the eye is that despite copious references, their whitepapers don't really reference any of the prior work on the area of distributed storage like that, and try to sell it as completely new proof-of-concept idea. Oh yeah, along with the "Now with Bitcoin, but all you have to do is buy our new cryptocurrency"