You can't say that you're not creating an HDR image with this app (developer summary). Merging bracketed exposures to create a picture with enhanced shadowed areas and lighter areas that aren't washed out is by definition creating an HDR (high dynamic range image). Would be nice if you knew what the term you're throwing around meant since you're marketing to photo hobbyists and professionals who do.

That said, you're probably thinking about tone mapping, which exaggerates colors and contrast in images. I haven't downloaded your software, but the screenshot you used looks very tone mapped to me. Before anyone corrects me, it's just my opinion, which you can take or leave. I'm not talking about the fake cloud/smoke over the image, I'm talking about the underlying image.