For you or I, maybe it isn't. But for someone whose background isn't computing, is a more physical learner (say, my kids), this is a pretty easy-to-follow introduction to the idea of reinforcement learning that is both intuitive, and naturally leads to further discussion.
Because it's tangible and interactive and approachable and memorable. It's something that anyone (read: everyone who doesn't know how what state diagrams are) can visualize and understand within a few minutes at a fun little booth at a public science fair.
The match boxes are a state diagram, so if someone can't comprehend a paper diagram they can't comprehend this either.
I know people for whom this is much more understandable than state diagrams. They are equivalent under an appropriate isomorphism, but that doesn't mean that they are equally easy to understand for everyone.
They aren't. You made this assertion:
... if someone can't comprehend a
paper diagram they can't comprehend
this either.
I believe you are wrong.
Because it demonstrates model-free reinforcement learning without using a computer!