It's like wooden planks or the more modern laminate - but plastic/vinyl. It looks and feels the same. It's a lot more durable and is waterproof. We have it in our kitchen and bathroom. It's excellent!
I've seen it in several very upscale homes and it can look very convincing if done well. It has a softer feel than hardwood but is more durable and much easier to care for. We have luxury vinyl tile (same material but the texture and color looks like stone) in one bathroom. Much friendlier to bare feet than cold porcelain tile.
I put vinyl planking in my laundry room, I like that it's waterproof. Jace you may "think linoleum" but vinyl planking is an attractive and functional floor covering.