The client doesn't matter.
Consumers will never download a client. Never, ever, ever. The standard qt client is for pro miners only - and completely irrelevant for normal users.
I don't agree. Many users and especially security sensitive users and users possessing a big amount of funds favor local wallets. That's just a fact.
And it's not just an online wallet, it's an online mining app too. Look again at the "mining" interface I posted a screenshot of.
Using your own argumentation: Why would Joe Average care about mining?
Average Joe wouldn't care about mining. Just as he doesn't care about bitcoin. Or will ever download a client no matter how nicely designed.
But if he earns some free coins by playing a game, and if there's an easy, gamefied way to just click right there on his phone and those coins start to multiply so that he can play even more games, he might. That's how neocoin is trying to be different.