It seems like a cross between Pintrest, Stumble upon and adobe muse.
I can see it being useful to people but eventually peoples sites will still look very similar i know you can add your own content but I'm not convinced. Facebook will be soon to pinch the format, and go towards the 'myspace' era of customisation.
what you mean like a lot of the 'modern' sites that are out there now, the all seem to follow a similar style.. big top image or full screen image, text underneath, maybe parallax and then images that fade/slide/appear as you scroll.
It just seems that the onset of responsive design has set a 'predefined' layout that people are following... just take a look at awwwards and you'll see what I mean.
Not that I can complain... I still haven't finished mine lol