In a nutshell, it allows developers to deploy new features but hide them based on a flag. Once it is ready to be released (example: product gave an ok, big announcement happened etc), then this feature just needs to be enabled through this flag. Now, this flag can be an environment variable, but for apps you will probably need a service, which the app always fetch the latest feature configs.
We use it here (although using Flaggio https://github.com/victorkt/flaggio) and it is super useful for continuous delivery. And you can as well control features based on groups (example: show just for beta users) or hide features if some bug was discovered.