The picture of Jesus is breathtaking. It is so easy to think of him as a baby in a manger, safe and cuddly. Here, however, He oozes power and radiates glory. He is frightening in any sane sense of the word. John's reaction of falling to his feet as dead seems entirely appropriate. And to think, he is walking among the churches!
Twice it emphasizes he was, and is, and is coming. He is living and eternal, the first and last. These are descriptions one would only use of the one true God, not of some created being!
This is a letter written to seven churches. It is not best-selling fiction. God sends this to churches because they need to hear what he says and it will help them.