I like the syntax, but I have to say that I prefer JSX. The real advantage of JSX is that it's very similar to HTML and developers have been reading, mentally modeling and reasoning about HTML -> DOM translation for decades.
Even with decades of knowledge, I think you'll find that devs can transition to the non-html model really, really quickly, and then it's nice because everything is a single uniform language.
Well... there is the OP...
At least JS is really just JS, and developers have been reading, mentally modeling and reasoning about JS -> execution translation for decades.
It lets you write HTML templates as JS template literals:
let post = (title, body) => html`
<h1>${title}</h1>
<div>${body></div>`;
But unlike using innerHTML, it stamps DOM from <template> elements, and only updates parts that change, actually doing less work than VDOMs.Lots of editors have automatic support for inline HTML tagged with a tag named "html", so you'll get syntax highlighting in say, Atom. And VS Code has a plugin that adds intellisense.
I definitely like the lower density of text that an absence of end-tags provides.