The subhead in the print edition tells the story: "The Same Brand, But Less Shouting." I'm not sure why summary is not available on the online version because it's very helpful, and was the highlight (used to be solid lines of text), which said, "No stock tips, and an aversion to the parent's over-the-top enthusiasm."
What's interesting is how brands are translated to different cultures. In the States, we think we export our culture (certainly our movies).
But for global marketing functions, it's important to understand what does not translate well. This article gives some useful insight.