Reply to a text without opening the phone. I'm sure you can read a message, however how might you go about replying? Got a bluetooth keyboard in your pocket? I would see the ads show the phone displaying a message. Not replying to one.
Regrettably, with the AT&T V9, you can't do this. It is only on the V8, the T-Mobile version. Without getting too detailed, the different carrier versions of the phone exude different exterior screen characteristics.
V9 on AT&T, lightest of the lot in terms of outer screen experience.
The Sprint V9m will actually show SprintTV on it and the Verizon V9m will do other things. Why Moto didn't merge resources and make the killer phone is beyond me. I'm not really sure why AT&T was cool with not getting outer screen video when they've got at least something going in the mobile streaming video department. HSDPA is killer, just would have killed more with some better outer screen interaction.