I initially thought "why do we need another one of these", like rolling your eyes at another programming language or JS framework. There's even another large-scale research project already underway at Cambridge [3].
I thought this extract from Gower's longer manifesto [4] captured the problem they're trying to solve:
"(just consider statements of the form “this Turing machine halts”), and therefore that it cannot be solved by any algorithm. And yet human mathematicians have considerable success with solving pretty complicated looking instances of this problem. How can this be?"
The heart of this project is understanding this problem - not creating another proof formalisation language. To understand algorithms that can prune the search space to generate proofs, using a "Good Old Fashioned AI" (GOFAI) approach, rather than machine learning.
Gowers makes a point to contrast their GOFAI approach with ML - they're interested in producing mathematical insights, not black-box software.
[0] https://leanprover.github.io/
[2] https://isabelle.in.tum.de/
[3] https://www.cl.cam.ac.uk/~lp15/Grants/Alexandria/
[4] https://drive.google.com/file/d/1-FFa6nMVg18m1zPtoAQrFalwpx2...