Yeah -- std deviation has a similar problem to the mean in that it doesn't give you a full picture unless the distribution is close to normal / gaussian.
Unfortunately, BD and marketing just want a single number to show that the value is bigger and hate anything more complicated than a barchart.
We've been meaning to add IQR as an accessor function for these, may have to go back and do it...the frequency trails [1] stuff from Brendan Gregg also goes into some of this and it's really cool as a visualization.
That is, the first bar is "Our Number" and the second bar is "Competitor's number."