Basically, they have created a "software chassis" for VM images to rolled on-demand. The company maintains libraries of components and customers may add their own proprietary components to the library (for their use only) and construct the image of a virtual application stack. The resulting images are built, encapsulated, given a unique identity and injected with management and integration services.
Oddly enough my post was on the fact that the CNet blog tool ate my last post about CohesiveFT. I am sure we will find it sooner or later.