We really think Zapier has done an amazing job in building a gorgeous UI, easy to understand UX and gaining support from the API community. But, obviously they are really well suited for end users and not as much so (in our opinion) for devs needing to talk to a bunch of API's directly. As the need to talk to many API's was at the core of rules.io, it made sense to us to try to gain support from the community for some standards and to contribute descriptions.

Our goal is to really better support the needs of app developers needing to work with many API's rather than the API developer themselves. But we hope to gain support of both.