these short descriptions I've read don't seem to answer this question for me - how is this different from orgmode + org-babel + HTML/PDF export? See like reinventing the wheel for one language, or am I missing something?
Org Babel is more about evaluating code snippets in a variety of languages. Even if you can evaluate to produce org markup that's processed it doesn't have the same level of structural integration.
I also noted others using to handle blog publishing tasks like latest post pages and tags and such
I guess in total its a general html publishing framework, and at least partly notable for being built in a lisp, given htnl's usage of basically s-expressions