Saying 'no templates' could mean 'no fixed templates' or 'we use styles not templates, a style is a general set of rules for how things are laid out, not a rigid structure'.

Not in websites, but I've build procedural content creation systems using hierarchical planners. To get really good effects they still run on what I'd call templates, they just are templates designed to work with the algorithm.

No coding, definitely, for the end user. They're not suggesting this isn't coded by someone. Just not coded afresh for each output: you build a parameterised algorithm that can generate a class of different outputs. The end user only deals with the parameters.