I'd guess it's the video. You've got about 3.5 minutes to knock it out of the park. Have a dynamite video. If all you bring is a text blurb and some sketchup drawings, you may as well stay home.
That's true. I think another way the video distinguishes good projects from bad ones it that it takes planning to make a good video. It's not something that just happens overnight, and the projects that take the time to plan out a great video also tend to be projects that planned out a great product/marketing plan.