I find it a lot more readable than the \( and \[ that LaTeX and other markdown systems use.
I believe gitbook uses just "$$", but this looses the distinction between inline and display math. (And there is a subtle difference between display math within a paragraph and display math between paragraphs, so you can't tell from context.)
I understand that some people will want to talk about money and having to escape $ could be incredibly annoying, but for actually writing math documents, this is kinda essential. So, to me, it feels like something that needs to be an optional add-on.