I see it more as a way to provide better Developer/User Experience over existing mailing services. It seems to be the main selling point of the entire platform.

I see it more as a way to provide better Developer/User Experience over existing mailing services. It seems to be the main selling point of the entire platform. Given that it's price-competitive with other services, it might be enough to attract users looking for new solutions and possibly even convert those already using other services. On a side-note though, emails really need an update. No, they don't have to support JS, but at least modern CSS options. Adjusting layout with tables and CSS float just doesn't seem right nowadays. I basically always use an email builder, just because desiging a good email is so tiresome. Using React can help make it easier, but some work has to be done by the email clients to get more up to speed with modern Web standards.