Yes and no. We won the award based around the same concept, but a totally different product. We spent our first year and 100K of bootstrapped cash on R&D for a hardware dongle that exchanged cards through RFID. End of 2009 we dropped this and focused on our mobile apps and Cardcloud, and just launched E as you see it today.
Right now, it's basic indeed. You can add a simple logo, contact info and social networking profiles to the cards. We're working on more advanced customization, and adding other metadata to cards, e.g. a Facebook campaign. Would love to know how exactly you define 'marketing tool'.