I also did not get what Binpress did straight away. It took a good ten seconds or so to figure it out. I think the problem is that one's eye is drawn to the 'Featured' section rather than the 'Build better software' product-explanation section.

I personally would dedicate the entire 'Featured' and 'Build better software' block to the 'Build better software' product description, and move the 'Featured' area below.