Ann: P&G to Add Two New OBJ Products, page-57

Thank you smac for your awesome contributions.
Can anyone articulate what we mean when we say 'integrated products'? I've seen it mentioned on the threads a lot, and sounds exciting, I'm just not sure exactly what it means. Is it another way of saying advanced packaging? eg the package itself is used to push key ingredients, like the lid rather than a dumbbell? Our is it broader than that?
Also, as a marketer with over a decade experience in both big and medium size business, I'd love to see obj downplay the word magnetic.. I think it may devalue the science a bit in the minds of many consumers. At least western consumers, not sure about Asian markets.