Why is Distilled the way it is?
A large part of advertising Distilled is going to be describing what exactly makes its approach different than other testing libraries. What problems is it solving? What are the development philosophies?
These aren't new concepts, but the current documentation doesn't put them across. I assumed that everyone would approach development the same way that I do, and that leads me to skip over important concepts. Understanding how and why Distilled thinks the way it does can actually help with predictability though. It can also help pull in developers who might agree with Distilled's philosophy, but may not know how to vocalize it.
In short, Distilled's attractiveness is not just dependent on how quick it is to pick up and learn, but on how quick it is to develop an architectural problem or lacking in the current testing ecosystem, and how quick it is to explain why Distilled's approach is better.
It would be beneficial to break this down into more tangible concepts, rather than just the rather common buzzwords of "flexibility" or "simplicity". In particular, it would also be good to look at how other projects have communicated similar goals. What were the parts that people got hung up on? What did they have to spend extra time explaining?
Some resources to look at: