So I read/saw everything about it and my conclusion is: It is easier than Construct 2 but way more limited.
Buildbox 2 is very easy to use and perfect for absolute beginners that want to create a game as fast as possible.
C2 offers way more for the price than BB2 does so the only reason I see to qualify the high price, is the amount of work you require to make your game.
Don't get me wrong, you can create games easily with C2 too but BB2 is even easier to start with.
BB2 also cuts off the optimization's and generally you don't really have to care about the performance, the engine really does everything for you.
I personally think that Spark is still the only competitor that Scirra should worry about, of course that depends on the way that C3 will take.
But if C3 will be something like C2 with major improvements, it will have a strong competitor for sure.