With this said, Michael Kay offers a nice series of patterns in chapter 17 of his book "XSLT 2.0 and XPath 2.0 Programmer's Reference". He shows how to use a "Fill-in-the-blanks" stylesheet that someone who only understands HTML can use, then he shows how to make a "Navigational Stylesheet", a "Rule-Based Stylesheet" and finally a "Computational Stylesheet". He shows that you don't necessarily need to use XSLT's functional programming powers, how you can get a lot with a little of it, and how to level up. So it seems like the language was designed to be written by people who don't understand it; it's declarative.
Like you said - standard XML isn't terrible. Adding on an XSD isn't terrible, because now you can enforce structure and datatypes on files provided by outside parties. Creating an XSLT is much more of a mental challenge, and probably should be left to tools to define.
Anything beyond those technologies is someone polishing up their resume.