Recently the Raspberry Pi group has released a new installer for all Pi devices called The Raspberry Pi Imager. This is a step in the right direction for the platform. Yes, believe it or not the Raspberry Pi is a platform.
When downloading new versions of Raspbian or Noobs the process for many users was cumbersome at best. This removes the need for new users to learn Etcher. By itself Etcher is a fine utility. I do not plan on deleting Etcher from my machine.
Imager is just a more polished version that pulls all latest releases in the background. I believe this utility helps enhance the Pi platform. Just look at how we pull Windows updates and deploy across organizations.
The new Imager makes life simple when crossing multiple computers: Windows, Mac, or Linux. Presto!