In other words: this is a style change rather than a productivity gain. And the superiority of the style is not obvious - unless you just HATE the style of existing tools and need to be set apart.
Most humans don't operate the command line or write scripts to begin with. Those who do, usually can handle wget "http://foo/bar. It took me all of a few seconds to start using wget and all of 10 minutes to have access to fancier features. (But the truth is that a certain level of complexity really just wants a script rather than ad hoc commands).
So here is a new tool, and it looks nice. But it doesn't at all relieve me from having to learn syntax and conventions - I still have to go to a doc/manpage and read that same kind of technical prose. So the only effective difference is that now I am using different punctuation, like @filename and -b. But the use of this "@" character is not really consistent with anything else.
So the tool is fine and I am sure people will use it but the competitive advantage is incredibly thin and the project smacks of NIH.
If curl and wget are not for humans then what are they for? People who do not have that magical design sensibility. Lame code-monkeys without vision, who are not creative and different. Soulless agents of the man.
This emphasis on branding over substance irks me quite a bit.