Earlier quoted context omitted.
For anyone else trying to understand how this fits in, it's either the "Inline Styles" section or the "CSS in JS" section, as long as you use typescript and follow the same rules mentioned here
If I were to explain it in terms of react, it would be to use everywhere. Except that you also can define nested stuff, media queries, hover/active states, pseudo-elements etc. So yeah, syntactically a bit more like CSS in JS / JSS, but much more ergonomic, and much more easily composable.
My favourite variation of this so far has been typestyle, which I believe works along essentially the same principles as in Elm.