Missed a bit...
They can also move disks from virtual format to direct attach LUNs with the same process, so customers for instance who used VMDK for Exchange data can migrate to direct attach for proper VSS snapshot backups. This can also be useful when going from virtual to physical too and between NFS, CIFS and SAN protocols (they don't differentiate between FC and iSCSI and you can multipath between the two if you really want to.
Project shift is on Youtube at http://www.youtube.com/watch?v=OE2JCkVgv38 which is pretty cool.
The other thing is that they always mention easy migrations to cloud platforms - wouldn't it be cool if you had a NetApp in Azure and could just convert and snapmirror the machines up into the cloud? They already integrate with AWS so it's a logical next step even if they won't admit they are working on it.