One of the problem many modern services gives users is a great UX and function but lack of back end control.
If you come from Wordpress or SEO this will be a sore spot for you.

This is a fantastic use of structured data that solves essentially those three issues.

The team had previously used a similar idea with their previous service that's still going strong and it's well worth it.

Well done, great idea all around.
I'm really pleased with this one.