Earlier quoted context omitted.
It's not that complicated. The second paragraph. > 'Bold aims to provide the best experience for reading and writing long-form content at work so that your best ideas can be heard.' Seems like an unique and interesting product. My work doesn't involve writing 'long-form content', so I'm not in the target market but I didn't find it hard to work out what it does.
So... Is it a blogging engine? A notepad app? A ... ?
Hemmingway etc. attract because of a person's belief that just given the right tool and environment they'll be able to express all those wonderful ideas they've had but have been so far unable to express.
This is not unlike believing that they'll have a rash of creativity and be able to express themselves if they buy a set of blackwings and a moleskin.