If you're comfortable managing that kind of tool chain, then yeah, that's a good comparison. Many people would prefer to focus on creating the content of the document rather than installing and configuring software.
What toolchain? You run a command-line program. Installing pandoc isn't terribly hard (I just did it on this particular Mac in about a couple minutes).
I think you're exaggerating the difficulty of your competition. :)
Then they can pay some geeky kid in pizza and beer to spend the hour or less it would take that kid to get the supposedly-elaborate toolchain setup (to the point of "drag and drop this text that looks like what you type into the Reddit onto this thingy and it'll spit out a pretty document") and it would still be phenomenally cheaper than what you're charging while being significantly more valuable in the long run.
