Looks cool, but at first glance (screenshots) it appears to lean heavily on a "git"-like model with branching and merging and rebasing. These are not concepts that I would expect a so-called "non-technical" market to understand or embrace. Something much simpler may be required for such people.

I love it! Reminds me of the work we did with Statamic (http://blog.pixlee.com/how-we-allow-anyone-to-make-and-publi...)

Looks pretty cool. Normally I would want something I could self host on Heroku but this looks like something I could consider recommending to clients who wants a simple CMS.