@mike:
That's a tough one. I spent hours at RSA repeating the same conversation over and over:
attendee: "Hi, doing a firewall refresh, want to see about loadbalancing the new Firewalls with F5"
Me: "Why the extra gear? the F5 is a firewall"
attendee: "No you're not"
Me: "Why"
attendee:"umm, cause you're not"
.................
headdesk
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I took the approach of asking what constitutes a firewall in their mind, then taking that checklist and confirming the F5 v11 has all the functionality they listed.
As for a new icon... sweet! Come up with a cool one and send it in :)!
-Josh