A lot of you are identifying other ways to achieve this sort of automation either with AutoHotKey or custom scripts and if that works for you then good on ya, no point in changing :)
However, the keypad was designed to give you quick, easy and intuitive automation in seconds. No writing code, no binding keys or running scripts. You just drag and drop and it's there.
It's not supposed to be revolutionary new tech, it's just taking a fairly standard macropad and making it easier, faster and less bother to get working. Added benefits are you can share automation 'recipes' and it'll be open source so you can hack/tweak it to your own needs.