It starts with the on-boarding process. If you want a web-analytics app that feeds you with a spoon, this is the right tool for you. Super simple and easy to set up, as web-analytics should be for people who are less data-savvy.
Seems like they are on the right path - Seems like a great tool for noobs :)
I saw a promo a while back and was utterly impressed by this product.
I replaced my google analytics with Oribi because it was so much simpler and improved the understanding of my businesses web presence!