This looks really interesting. I'm always happy to see new collaboration tools. Also, anything that moves us away from TeX is a win.

I think Word export will be a big deal in many scientific fields.

I've certainly found it hard to spread git to people who don't really need it's quite "heavy" workflow. Yet, Dropbox results in lots of files named "foo-Daves-version" or "paper-Jane-edit-21011201".