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What does ウリ mean in the following conversation? Where ソウ and アムロ=レイ are two characters in the [第]{だい}4[次]{じ}スーパーロボット[大戦]{たいせん}.

ソウ「よろしくお[願]{ねが}いします!アムロ=レイ[少佐]{しょうさ}」

アムロ「そんなにカタ[苦]{くる}しくしないでいい。ロンド=ベルは[自由]{じゆう}なのがウリだ。オレの[事]{こと}もさんづけだけでいい、ソウ[少尉]{しょうい}」

ソウ「じゃ、オレもソウでいいです。」

アムロ「わかったよ、ソウ。じゃ、デスクワークもひと[区切]{くぎ}りついたし、[他]{た}のみんなにも[しょうかい]{しょうかい}しておこうか」

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Thank you for editing, @snailboat さん, I failed to bold it out after a few trial. –  congliu Oct 6 '13 at 8:02
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up vote 6 down vote accepted

It's #1 or #2 of the explanation here:

http://eow.alc.co.jp/search?q=%E5%A3%B2%E3%82%8A&ref=sa,

i.e. "sales point" or "big appeal".

As for why it's written in katakana, it's a stylistic choice, and I can only guess about the reason. One reason could be that this meaning of 売り is a bit colloquial.

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I understand that sentence now, means something like "Being casual or freedom is what the ロンド=ベル team is all about!" Thank you @dainichi さん! –  congliu Oct 6 '13 at 8:00
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