It has much of the same functionality, but I already know (and love) ruby, whereas make comes with its own syntax that isn't useful anywhere else.
You can easily create workflows, and get parallelism and caching of intermediate results for free. Even if you're not using ruby and/or rails, it's almost no work to still throw together the data model and use it for data administration as well (although the file-based semantics unfortunately do not extend to the database, something I've been meaning to try to implement).
Lately, I've been using it for machine learning data pipelines: spidering, image resizing, backups, data cleanup etc.