What's wrong with Vim? I think they're trying to cater to "the non-programmer crowd" with this, but by trying so hard it's alienating real programmers. I love vim, and I hate Medium with passion. I'm sure there are a lot of other HN people who are not so much a fan of the types of people who just write meta posts, rant posts, listicle posts, self help posts, growth hacking posts on Medium and call themselves a "maker" without actually building anything meaningful. So, you've lost me there Eve. Anyway, that aside, looking more into how this tool really works, this is NOT something an everyday Joe will use like they speak English. This is an actual programming language. The language itself is no easier than python or ruby (actually subjectively speaking the syntax is less intuitive than python for example).
Also I think they're imagining that Excel users will just eat this up, since it's kind of like how people run pseudo-programs on excel documents. But people used those because Excel was the most popular app that lets them work with numbers back then. Now there are many ways to achieve what Eve is trying to do, plus Excel. Why would any lay person jump on an obscure technology doesn't do anything significantly new?
Overall I think there's a problem with assuming that this is for "humans" just because it's "literate programming". "Humans" don't want all this literate programming stuff exposed. They just want to push a button and take care of things. On the other hand, programmers (I guess we should call them "non-humans") don't need all this literate programming stuff. They are trained to understand how programming languages work. They may think this is neat at first, but very soon will start to think all these comments are getting in the way.
I have personally never seen any programming related technology titled "... for humans" actually work for "humans". Perhaps because these tend to be built by extremely talented programmers who are too talented that they are out of touch with how their grandma uses computers, they probably think their creations are easy enough for "humans".
Sorry if this sounded too negative. I am willing to discuss and correct my comments if I am wrong about anything.