It says buyers will be using git to download updates to products they've purchased, does this mean this is strictly for a programmer / very technical crowd?

It seems to oversell on the technical implementation instead of the features that set it apart from a conceptual standpoint.

I also had to read the homepage, about page, and blog post to get a basic understanding of what it is, and that's only because I recognised Theme Forest when you mentioned it in your blog post. I would definitely suggest more copy on the homepage and a demo of some kind that doesn't involve joining.