i haven't been to the www site, but by the sounds of your description, i reckon it refers to the stiffness of the board, both longitudinally and torsionally.
basically if you don't know, softer boards are more for the novice / mellow rider. a softer plank will flop and fold and follow the contours of the snow you are going across and kinda of absorbs the bumps and shocks from the snow and from any mistakes you make (like catching an edge or what not)
a stiffer board will cut thru the rough and choppy snow and will just dig in like a motherfucker if you start to hang up anywhere. for me, i like the stiffer end of things, coz it works for full commitment, balls out kinda riding; you can execute pretty rapid carving turns without the board 'washing out', but of course your legs and knees can take a pounding.
flexy feel = mellow; rigid feel = bonkers
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