Essentially, it's a controller. I'm never a fan of marketing speak, and whoever wrote their lines is pushing it in a few areas...but when running the standalone Analog Lab in particular, with the integrated control of the library and pre-assigned parameters for each patch, plus things like the chords and snapshot, it does feel a lot more comprehensive to use than, say, when I was running an Axiom on a NI plugin or TERA3 or something. Similar to using my Micron, a hardware synth, but with a lot more knobs and faders.
If you need a standalone synth, this ain't it. It's easily the best-feeling controller I've ever put my hands on, though.