It's very polished, the music is incredible, and it looks lovely. The item descriptions are full of snide and sometimes sinister remarks. The general atmosphere of the game is a blend of frenetic happiness with dark undertones, and it conveys that really well.
Otherwise... I mean I get that it's satirising consumer culture, mobile games with micro-transactions, and entertainment addiction... But in the end all you're doing is burning things, collecting coins, and burning more things. You're doing the things you're supposed to be laughing at.
As for the story being told, it never really resolves into anything that makes much sense; instead it's happy to drop hints here and there and pull at your heartstrings without substance.
What little gameplay is there is pretty refined - the burning effects and physics are fun to toy with.
I think "toy" is more fitting for this than "game."
Overall, I still recommend it because it's so well put together. And really, I want that soundtrack.