The essence is that the traditional rules for product comparison just don't work. If your design approach is different then so too must be your communication approach and your evaluation criteria. The point is that you can't compare feature lists with an Information Age appliance because it isn't being targeted at a mass market and in fact shouldn't be. Mass features equates to no or little usage. In the manufacturing world it doesn't.
More features means more bases covered, a wider market.
This is not true in the wireless web world. Those extra features just get in the way. I hope that clears it up. They are a tiny Swedish WAP shop featured in the April Red Herring. Have a look.