I don't see them using a proprietary hub design. That would be a huge drawback for a lot of people that might otherwise be willing to buy it.

I also wonder why they can't make a Shimano 8/9/10 speed hub work. They use a spacer as it is to work with 10-speed cassettes since the 10-speed cassette is narrower than the 8 and 9 speed cassettes. Why couldn't they use the full width of a 8/9/10 speed hub and bring the cogs a little closer together while using a narrower chain just like Campy? I'm not a wheel builder and haven't studied the different hub designs very much, so maybe I'm missing something here.