If you want magic, install the Emmet plugin.
If you buy a Porsche 911 it doesn't automatically take corners for you, it will demand more of you, eventhough it's more expensive than an Audi. Same goes for Sublime. It's a simple editor that probably can be customized into the best coding tool you'll ever have. But there's also things it doesn't do. He doesn't force anyone to pay, so you can just use it without paying or find something else to use if you don't think it's worth it.
For me personally I have it set up the way I like it, also bought a SFTP license to automatically sync my code to my staging server. For me it's better than Notepad, Dreamweaver, Aptana, Eclipse etc. But it's a matter of taste, and whether you can be bothered to set up your environment. I will pay for anything I use as long as it's reasonable compared to what it gives me considering options, and if I'm able to. The price is definitely in the upper tier, but the program is also really good, in my view.