I must agree, the site looks very cool, but it does not say enough, if they want to draw attention they should be open about what the actual products technical details are.
I would really like to have the uncapped Mild, but it sounds like it is only running at: 256kps, what is the point? why can't it run at 384kbps, it is not such a big jump? Look at the mybroadband article today to see why it is 256kbps
EDIT: I tried to sign up and was surprised to see that the service is not actually running, can't they say, "Comming soon! Register early to get your account! Limited Special!".