What it is is a language for executable mathematics, using Unicode characters heavily so that the source form looks generally much more similar to customary writing styles than the likes of TeX’s ASCII-based $…$ syntax, but which for most people is completely impossible to type in a general-purpose text editor—thereby pairing something mildly similar in concept to Markdown (though not novel to Markdown) with the absolute antithesis of Markdown (which is firmly designed for ease of entry). (Yes, it has ASCII alternatives, see https://github.com/iheartla/iheartla/wiki/Keywords-And-Speci..., but is clearly aiming for you to use the Unicode.)
(I make no comment about I Heart LA beyond this. I am only criticising the mention of Markdown, nothing else.)