Workflow that has worked for me in the past: 1) Brainstorm on paper 2) Roll out in HTML w/ CSS, mix in light scripting in areas that need them (repeaters, design direction A/B, ...etc) 3) Writing code is easy that's not the hard part of any project. So... Don't develop any backend code till it's real -- concept has been realized fully in HTML & CSS w/ relevant content and images -- by relevant content I mean something a test user would actually sit and read.

With all that in mind, I don't see the value in introducing a new tool in my workflow. Perhaps I'm outside of the targeted market as I've only seen a reference for bloggers via the info on the start page.

Here are a few critical things I'd be incorporating if I was developing flairbuilder.

1) Export to HTML. 2) Export to CSS, perhaps even utilizing one of the many CSS framework.