<p>How would you describe and promote WCF as a technology to a non-technical client/manager/CEO/etc?</p>

<p>What are competing solutions or ideas that they might bring up(such as those they read about in their magazines touting new technology)?</p>

<p>What is WCF <em>not</em> good for that you've seen people try to shoehorn it into?</p>

<p>-Adam</p>

In a single sentence, I'd say that WCF is "software that lets you set up and manage communication between systems a lot more efficiently than in the past".
I can see them bringing up BizTalk as a competitor, but of course you could say that WCF works with it and is in fact used as base technology for it in the more recent versions.
I'm not sure if I can think of any inappropriate shoe-horning of WCF that I have seen, although there are plenty of legacy apps that will probably be "upgraded" to WCF that don't really need to be for any real business reason.