It’s intentionally not a newspaper-style balancer: columns don’t equalize automatically. The goal is predictable, designed layouts (sidebars, banners, figures spanning columns).
Happy to answer technical questions about LuaTeX, flowfram constraints, or the DSL.
I did some tests with Scribus but got to the conclusion that a huge part of the layout result is the hyphenation. There's that famous technical paper by Frank Liang about hyphenation in TeX called "Word Hy-phen-a-tion by Com-put-er".
Overall I think your layout looks great as a magazine layout. But for instance if you look at the third paragraph in the second page (starting with "The company hoped...") there's a bit too much white space between the words, I think. Also at the end of first paragraph (ending in "by end users - a first for the chip): it's pulling together "users" and "a" while it should be separated by an em-dash - but the problem could also be in the source - anyway there's not need to stuff that line with whitespace as it should be ragged left).