The blog post is hyper focused on the wings and didn't make a lot of sense without context. This link[1] was extremely useful to better understand what Boom is doing and how far along they are.
Take-away: add a one line summary of who you are and what you do at the top of any such communication.
But the first image really sucked. The other 30 images and animated constructs were super cool, but the entire experience was wrecked by the first image that you see, which looked like a jpg of a plane drawn in ms paint.
I can imagine that with a tablet/mobile phone it's a nice experience.