HTM actually looks pretty intriguing to me.

One thing I like about JSX is that it looks and feels like HTML.

For me, that has two huge benefits:

1. It narrows the dissonance between the code I'm writing and the actual structure that will be rendering into the DOM. I find it much easier to write and debug when I don't have translate between some JS factory function and the actual DOM implementation.

2. It's almost pure HTML. Sure I'll have to change class to className and update some other tags. Generally, though, if something works in HTML, it's little fuss to do in JSX. With tools like JSX, I can write in a single templating language across all of my software.