It isn't a 1:1 alternative, but I've always thought that ESPhome would be much more accessible for the non-devs if they introduced a GUI similar to Home Assistant's automation GUI.
There's always Tasmota [0]. Personally I prefer ESPHome but recently tossed Tasmota on some OTS Sonoff plug switches. Best part is you can just drop ESPHome firmware in the Tasmota OTA upgrade and switch at any point.
[0] https://tasmota.github.io/docs/