1. If the emphasis on leak tests passing is misleading, what would be the parameters to judge a firewall?
Leaktests are popular mainly because they are very easy to perform: you simply run a program, and it tells you PASSED or FAILED. However, life is not that simple, unfortunately.
The primary goal of a firewall is to keep hackers out of your system, that is, prevent INBOUND attacks in the first place. I find it almost astonishing that many firewaller "testers" only focus on outbound protection, completely ignoring the inbound part (which is absolutely vital). It's like they assumed it worked flawlessly in case of all the products - which, unfortunately, doesn't seem to be the case, really.
Next, outbound protection is of course also important, but so called 'leak tests' are not everything. There's a myriad of other things that a decent firewall should do, and which are usually not assesed by these tests.
All I'm saying is that testing a firewall is a very complex task and focusing on leak tests is a gross (and inappropriate) simplification.
2. What would be the way to market the product that Alwil will adopt to its firewall?
I'm not a marketing guy, plus it's too early to talk about these things. Let's wait till the product is in a beta phase.

Cheers
Vlk