I like it.
I like their video, but can't help but think they could have made a cartoon explain it rather than the founder guy.
Nice inclusion of SEO data - but not sure the general public will benefit from that so much. Still - I might be proven wrong - it might be that they love having some insight into how sites are ranked in a way that Google doesn't offer.
I like the sense of control that they give, rather than trying to pre-empt what they think you want, they leave you in control - but just with more tools with which to exercise it.
"The site is dead to you". Nice.