It's easy enough that even non-technical people can use it, but flexible enough so anyone with some programming skills could customize or create their own versions using other platforms like HTML5 Canvas. We've been able to build our lead generation software quickly without having any prior experience building websites / apps. The cost is very reasonable as well - $99 per month (plus setup) gets you unlimited users through your account which we have found useful since most of our clients are B2B companies who need more than one user right now.