http://www.google.com/trends/explore?hl=en-US&q=Authorea,+wr...
I've used sharelatex before for academic publications and it was convenient. The reason is the academic publication I was submitting to had this latex template that I had to work within and sharelatex imported that without issue.
For academic publications almost no one uses Microsoft Word except for a small minority. I think that in the online world then it is still going to be latex that dominants for academic purposes.
Having live data drive the documents is a great idea though, and your UI looks polished, but its content should be primarily latex with some wysiwyg interfaces on top of it in my opinion if your market is academics.