Most definitely the video, the BBS then the competition.
I also looked at Phatnoise, Neo & others & to me it was nom contest.
Phatnoise was close but never came out! It still hasn't what I would call hit me still as being better, it still doesn't really work w/any HU's besides Kenwood & a few OEM brands. Phatnoise IMHO still has many drawbacks. 1) still swapping something. 2) track info drawbacks. 3) limitations on track access. 4) specific song,album,artist acess. 5) requires a HU that will work w/it. 6) no visuals.