This is indeed awesome. Our design team made a few templates to stay on brand.

It’s a bliss.

I read the announcement ages ago. This is it now? Something everyone can replicate with html in less than 5 minutes? Edit: and of course it's subscription-based.

Give it a try. It's all about workflow. And they have a one-time purchase option as well; no need to subscribe if you don't like subs (which I understand).

What an uncharitable and reductionist take.

You can buy it "like software in a box" and it is certainly more than HTML and five minutes of work. The same way IA Writer is more than just a text box.