My initial reaction was that they were doing a read it later service and competing with the likes of Pocket. That would be a disaster as that area doesn't need competition at this time.

But it appears that they are targeting a light weight evernote replacement. A killer feature for me on this would be a command line binary which calls up my $EDITOR and allows me to write a note immediately and have them synced immediately. This, with the power of lighter production of notes on mobile devices could find a place into my workflow.