Project Management & Cloud Collaboration by Rule

And how is this different from a gazillion similar tools out there?

"It works"... or something along those lines.

I'd like to see some more upfront differentiating factors between this and asana, producteev, podio etc.

This is a first for me: a product video that erodes all interest that the web site might had induced.

Same thing here. From the screenshots and description I assume this is a fine product, into which went a decent chunk of work.

But the product video is really not telling anything about the software at all - it is merely projecting a cool and hip lifestyle.

Give me an impression on what it feels like to use your software, not how cool I can look...

EDIT: Reminds me of the Yahoo! Axis Ad where the dude is punching and destroying websites. Complete separation between the content of the ad and the product.