After trying other SEO offerings at Appsumo, I was a little jaded. Sure they help a little, but never really inspired me to pursue much.

This is totally different, a different approach, and you get so much help that's so easy to implement. It's true what they say, chasing competitors with mega expensive software will only help you if you're just starting. It's much better to optimise your content for actual audiences. It shows you your weaknesses and what you can do to improve, can't recommend you try this enough.