That's a great example of my point... :)

There is roughly zero information in this paragraph, since any solution would fit it... they could literally create a spreadsheet with JS scripting and it would fit this explanation. Are they building a platform with some DSL, are they creating a hosting infra, are they creating sidechannel management, are they building a documentation ecosystem, are defining a new open protocol? They are probably doing some of those things, but it's just so unclear...