Org mode provides any easy way to produce excellent looking documents—typeset with Latex—with a very lightweight markup language. It’s easy—certainly easier than with something like Word or its evil siblings—for a casual user to use it to produce letters and simple documents but it can also be used to produce complex and sophisticated documents.
JCS (Irreal), RMS On What He Wants and Doesn’t Want in Emacs
I'm sorry, but there is no universe in which it's easier to create a nice-looking document using Emacs->Org->LaTeX than with Word. I despise Word and its ilk, but that's just ludicrous. Unless by "casual user" he's talking about people with a decade of experience creating documents with Emacs. Even then I'm not sure.