What makes Swift Playground so compelling is that it seems to be specifically tailored towards new programmers, with the way it teaches -- it provides basic information about Swift, and does not overload information at the reader at once. And even existing programmers can make use of it because it's just a Swift playground (part of Xcode) underneath.
I think Swift Playground is genuinely fun as you can manipulate an object on an iPad. It's pretty much like playing a game in that sense. That's something you just can't get out of reading a book. It makes it that much more approachable.
If you show kids or even new programmers Swift Playgrounds along with something like Learn You a Haskell or Realm of Racket, or even tell them about Scratch, which do you think they would gravitate towards more?