It is open source, and we changed the frontpage to make it more clear.
Regarding structr.org/structr.com, I agree. We will make structr.com the commercial site in the future while turning structr.org into a site for the community.
And on the sales pitch: It's somewhat intended as we need some commercial customers from time to time, not being backed by big investors.
The screencast is based on a talk I gave at NoSQL matters in Cologne this year. I know we need to add better videos, but we're just hackers. Will do our best.
True, it's hard to find the right category for it, so we call it "Data CMS". For some people, the CMS part might just be a nice add-on and the real value is the embedded graph database and the in-graph data model. Many web applications are 80% CRUD-style pages and maybe 20% (complex) queries, so using Structr for the CRUD pages and Neo4j's Cypher for the queries is a perfect fit imho.
Regarding structr.org/structr.com, I agree. We will make structr.com the commercial site in the future while turning structr.org into a site for the community.
And on the sales pitch: It's somewhat intended as we need some commercial customers from time to time, not being backed by big investors.