Yeah -- std deviation has a similar problem to the mean in that it doesn't give you a full picture unless the distribution is close to normal / gaussian.
Unfortunately, BD and marketing just want a single number to show that the value is bigger and hate anything more complicated than a barchart.
That is, the first bar is "Our Number" and the second bar is "Competitor's number."
We've been meaning to add IQR as an accessor function for these, may have to go back and do it...the frequency trails [1] stuff from Brendan Gregg also goes into some of this and it's really cool as a visualization.