As someone who already tried it, I'd call it more of a Medium alternative. Or, at least, what Medium should have been.

Zero pop-ups, actually clutter-free reading experience, and an opportunity to not just host individual blogs (although that is certainly a feasible use case), but to also bring a community together, run a publication, and give the readers the freedom to consume the content in which ever way they'd like (website, decentralized social networks like Mastodon, RSS reader etc).