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I imagine this is similar in concept to Webflow, Wix, Squarespace, etc? As in, a tool to build a custom static website with easily editable content.

Since this needs a lot of code to actually create a site, why not create a CMS instead that can be connected through an API to a SSG?

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You could say it's similar, but only insofar as WordPress+Timber is also similar (i.e. coding a custom site for end users to easily edit content).

I'm not sure I understand your second question, but I believe lots of those already exist, and it made more sense for my use-case to just build the site directly from primo.

Maybe I'm missing something but it seems every component in Primo is made by coding HTML and CSS. What's the advantage over simply using a SSG?

If I understood it correctly, the devs create the components and the end user (editorial people) can edit the content in a nice editor. Like this: https://imgur.com/7W9zcW9

Well, primo is an SSG, but some advantages over other SSGs: no setup for Tailwind/PostCSS, no setup for js modules/libraries, reusable components, coding from the browser, encapsulated component styles, developing components in isolation, wiring up components to fields in seconds, and a CMS your mom can use. More to come by version 1.

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