[mwill]

(I hope this doesn't sound like I'm being negative, I'm just thinking out loud)

The video specifically mentions being targeted at users, not developers and taking a look at the kickstarter page, this feels less like an open source project and more like a startup that plans to open source it's core software.

There's certainly a focus on selling it as a complete, ready to go package, tightly wrapped and best served with their hosting service, with the people living inside the ecosystem (Users, themers, etc) being the first class citizen here. It almost feels closer to Tumblr (minus social) than Wordpress.

Even the "How does it work?" section seems to be written for someone who will build themes and plugins, specifically mentioning what the MIT licence means for theme developers.

I'm really interested to see how this plays out, and if successful what the community will look like. It feels like a pretty unique setup. Or maybe I'm reading into it too much. : )