Trouble explaining the "EVEness" of EVE?

Got some friends who are curious about EVE but you just can't wrap your head around how to describe it to them? Know someone just about to get into the game who could use a helping hand?

Destructoid recently featured a great article that explains the unforgiving nature of EVE and what sets it apart from other games. It manages expectations well while highlighting some of the core design principles. And not a bad read for veteran players as well. All in an easily forwarded link.