If you want substitute in 'joy' for 'sales'. Its a figure of speech. What is the joys pitch of this language? It looks like a beginner friendly version of Java.

Im all for the idea of optimising for developers fun and joy but im not picking up the sales pitch either

It doesn't appear to have been submitted by the language writer and the website itself doesn't say it exists to bring you joy. It says "may you experience the joy of programming." Whoever wrote that is seemingly trying to be nice and say something similar to when a person on the street wishes you a good day. They're not trying to say you should be having a good day because their very existence is good for you.

This is a hobby language that someone made in his spare time and he gave it a website to share it. I don't see a sales pitch at all. It's more like someone sharing pictures of a hand-carved pieced of furniture they made themselves. The point isn't to say everyone else should be using it and it's better than other furniture. It's just hey, I made this, take a look if you're interested.

OK. That puts some context.

It isn't like there is some fancy new interface or paradigm to the language.

It is using "Joy" as in "Joy to all", "be joyful", "Have a nice Day".

Think the title of the post was maybe misleading that way.