They call it 'the audiophile sound booklet' featuring 'mind-shattering performance,' 'precision-tuned fidelity,' and with power to boot. Its easily the most feature rich bluetooth speaker I've ever seen at the aggressively priced $199 price-point.

Its got all the features you could want on a speaker, (and then some!):

NFC
Speakerphone teleconferencing
Integrated Voice Recorder
Dual Purpose Battery can also charge your smart phone
One-Touch Siren
Life-Saver Mode
HD audio codecs
Integrated MP3/WMA/WAV Player
Sound Blaster control panel
Bedtime mode

Why is it called the ROAR? Well apparently there is a button you can press to boost the speaker audio loudness and spaciousness, presumably at the small cost of a little sound balance and high fidelity audio.

I just care about the sound quality, and from the brief demo it sounded like they were very serious too. Argueably in the demo, they also feature the best sounding in the category ($199) as well; but I will reserve judgement till I get one to test myself outside of the loud showfloor environment.