I think in the past the software play was downplayed and is now getting the notariety that it probably deserves. I am not sure who the audience was for the webcast but the software play is really compelling to financial guys. The build once, sell many times model gives this company a whole new dynamic compared to your typical restaurant company.
I think now that the initial software is complete and stress tested, the company wants to make sure everyone understands what this means to the company, margins, etc. Subscriptions will provide consistent reliable revenue streams for the company most of which will flow directly to the bottom line.
I think the real question which the market will have to answer is whether or not this is a restaurant company with technology or a technology company with restaurants. Either way I think it is becoming obvious how truly novel this little company is and what the future most certainly holds.