Everything you could need has been included in that file...
Everything except a reason to ever do it. The finished products just make me cringe.
Using GIS for this purpose is like a dog's walking on his hinder legs. It is not done well; but you are surprised to find it done at all.
I guess if you don't have graphic software you need to make due with what you've got. But I generally agree with you... this is easier to do, and to greater effect, in software like Illustrator.
I find it interesting that GIS so often distinguishes itself from cartography through phrases like “pretty maps” yet seems to strive continually to emulate artisitc cartographic style and effect.