What I responded with to a guy asking what sets it apart from iCal, something like this will go on the front page after launch:

What Makes Romulist More Than Just Another Calendar App?

    * Variable reminder windows
      Outlook and iCal can tell you rent's due on the 1st, but they can't remind you about it 5 days in advance (or a week, or two weeks, etc).
    * Perseverance (aka, pestering)
      Once Google Calendar tells you about an event, it's up to you to do it and cross it off your mental checklist. Romulist will tell you about the event and then keep telling you until you tell it to stop. Subtle, no; effective, yes.
    * No need to log in
      Once you've got your events set up and email reminders turned on, you won't have to log in every day to make sure you're on top of things. You'll get an email from Romulist on days when there's something you need to worry about. On days that you don't, you're all clear.
    * No software to download
      It's all on the web. If you've got a device with an internet connection and a browser, you're solid.
    * SMS / TXT support (future feature...)
      Not by a computer every day? No worries. In the next version of Romulist, you'll be able to get and interact with reminders by TXT message on your phone. Receive "Car payment due in 5 days. -Romulist", respond with "done", and you're all set until the next time it's due. No internet connection required.