+1 for proper cross-references to figures, tables, pages
I was really pleased to secure the resources and run a trial with the whole AP stack for out technical documentation department but after finding out that we can neither correctly import our currently existing documentation from Word - containing several cross-references, nor create cross-references in new "AP only" files this was the end of the "free 90 day trial" at the end of week one...
Once cross-referencing is available and with its easy asset handling I can see many technical writers switch because everyone likes to publish good looking documents BUT correctness/consistent documents will always be the primary concern.
Considering its very attractive price and by applying an "only basic features persona" I could imagine even a fair amount of business people writing/applying to tenders finding some use because often they face the same dilemma of referencing additional info, yet a good looking document will subtly draw more attention, i. e. increase chances.