We'd all like it, but the cloud is actually being funded out of jens's pocket, bekeley isn't actually funding snap.
Snap uses the xml format because, well, that's just how the save files are formatted. .sb files are the format scratch uses, which is incompatible with snap. Even if they changed the format to same as scratch, it would still not work seeing as how there are many many things that won't work in scratch.
To share a project on itch.io, you can just easily copy the embed code of your project (go to your project on the community site then click Embed. Copy the html code, and paste it into a new file. Save that as an html file, then just upload that to itch.io.
To convert a project to exe, you'd have to use Snapp! although, it hasn't been updated to snap 7.0 yet, so you can't (yet).