Obviously, they are comparing to only the high-end competitors (e.g., Atari 800 but not the 400, and no TI 99/4A which also used their own chips like Commodore touted as a selling point, nor the TRS-80 Color Computer that was intended for home use unlike the Model III business computer). Buyers who knew the real set of alternatives, at and below the C64's price point, might question why they need 64KB RAM, when the popular lower-priced competitors not shown in the table also did fine games and Basic programming (the main uses of home computers) while costing less money.
Then there's structuring "TV Output" as a feature of the C64, which they say the TRS-80 Model III doesn't have. But that's because the TRS-80 has an integrated display monitor, while the C64 includes no display in that price comparison.
I don't know what "'Smart' Peripherals" are. But that IBM PC defined industry standard peripheral interfaces for years.
The competitors also had obvious strengths not shown. Want your word processor to be in crisp 80-column text? A real spreadsheet program? Math coprocessor? Better graphics? Option to upgrade to a hard disk drive?