It's probably worth noting that Pfeiffer, the consulting group which makes this report, seems to be a consultant for marketing departments. One shouldn't read

It's probably worth noting that Pfeiffer, the consulting group which makes this report, seems to be a consultant for marketing departments. One shouldn't read these reports as a scientific publication (b/c their methods are certainly suspect at best), but rather a way to try and translate product differences into things for the marketing department to emphasize.