How can Rush be an "iMovie killer"?

I watched this Wistia "sponsored" video (below) about Rush on Facebook, and was intrigued. It seems to me that there's a good niche for this, but not at a full Photoshop price ($9.99 per month). How can Rush be an "iMovie killer" if it costs as much as Photoshop? Is there an Adobe alternative that I've missed?

How to Get Started with Adobe Rush - Wistia Learning Center