Not creator here. "Flash-like content authoring tool for HTML5" isn't catchy at all, that's like calling an iPod "Digital music playing device". Branding and marketing count.
Well, first it's not a "suite" - it's just an app. In the industry we call it a Rich Media Editor. If "rich media" seems too old school, you can call it an HTML5 Media Toolkit.
The term “creator” as applied to authors implicitly compares them to a deity (“the creator”). The term is used by publishers to elevate authors' moral standing above that of ordinary people in order to justify giving them increased copyright power, which the publishers can then exercise in their name. We recommend saying “author” instead.
