I was quite confused as well. I assumed from the beginning that this was a tool for building a whole app, and I was confused about why there was no App Store/Play Store process involved, and how any backend logic would work.
What I understand now, and where I see the value, is in this being a low-logic CMS – i.e. you can do a lot more than a flat article, but you likely wouldn't build a full app with it.
I can imagine us (as an iOS team) adding this as our Blog section in the app, and handing over responsibility for all the design, navigation, interaction, and articles, in it to our content team. They might even make our article much more interactive with this (quiz idea is great!). Currently they use a regular CMS for posts and we handle all the information hierarchy which isn't ideal.
