It means that they feel DRM is worse than piracy. Therefor, there will be no DRM on the game, and Impulse (while similar to Steam) will not need to be running in any way, shape, or form in order to run Demigod, or any other product acquired through it, for that matter.
Truth be told, I have little interest in this game. However, I'll be buying it on launch or just before simply to support their stance on DRM. Hell, it won't break my gaming budget since I keep passing on other games with DRM.