I think this is a great and well intended effort.
One of the biggest use cases for Javascript is to manipulate and create DOMs. jQuery solved the manipulation part beautifully, but DOM creation remained a hassle. Lots of templating solutions have been attempted, but none of them seem to hit the sweet spot just right (that's a primary reason why there are so many).
JSX is a novel contender that may be just right - even if it's not, it will hopefully push us as a community towards a better solution by offering a very new approach with its own benefits and problems.
Thanks to the peeps at fb for taking the time and effort to make JSX bigger than just reactjs!