I've not looked at it in ages but the impression I'm getting lately is it is more a convenience tool for social media marketing types. I've seen people on Linkedin praising the likes of Canva for it's light simplicity (I've never used any of them to be honest so I don't really know) and I think these would be more the target audience. Once you have a program like Xara Desiger Pro or whatever desktop software you use I don't see the need or appeal for these lighter, fluffier design in the cloud apps.