One crank for every BB shell is exactly what's needed to bring the big S into 30mm axles so they can forge us something special.
It's already possibly to fit a 24/25/30mm BB axle with 86mm spaced bearings into either a 1.370"x68mm threaded shell or a 68mm x 40/46mm dia press fit shell, using appropriate adaptor cups. BB30 improves on this by shortening the axle and increasing either crank thickness or ankle clearance or both, for a given Q, while also providing scope for even lower Q should there be a demand for it.
It's already possibly to fit a 24/25/30mm BB axle with 86mm spaced bearings into either a 1.370"x68mm threaded shell or a 68mm x 40/46mm dia press fit shell, using appropriate adaptor cups. BB30 improves on this by shortening the axle and increasing either crank thickness or ankle clearance or both, for a given Q, while also providing scope for even lower Q should there be a demand for it.