IMHO, It is the only PHP tool I use at facebook that is better than alternatives in other languages. I'm looking at you, django templates!
The notation perfectly represents the objects, with no cruft associated with object oriented programming. That is really rare. You could argue that the markup syntax is cruft, but it really helps code readability to have two types of syntax, for code and for markup.
$b = <span>quotes and variables</span>;
$a = <div>omg, I can't "believe" how easy these {$b} are</div>;