I didn't quite get it too. I've started using it solo (haven't added any of the team) and there are a few cool features. One is that there is an integration that will automatically post new App Store reviews on our product to a room. I don't need to check that myself. I also integrated with our crash reporting tool so that reports go to a room and I'm notified without clogging up my email. I've also integrated with BitBucket and new commits get posted to a room which I can see being useful when I add team members. I haven't seen these integrations in other products (HipChat which we use currently).