In reply to Steve Grant.

It seems like all this full-site-editing development is all for amateur businesses who run their own Wix style sites.

This is also my impression. Might be a nice idea for some personal website of some tech savy devs who like to change everything once in a while but not really thought through for real world company sites where some random person gets "assigned" to "update the website" and has no idea what a block is and never will have. They look for those fields for a title and a text and a publish button and nothing more...