I was on a seminar in the US a good few years ago and Imaizumi sensei was the guest teacher, he demonstrated some no touch throws from shomenuchi but his point was something along the lines of this... My intent (ki, call it whatever you like) is in my hand, in my fist. I'm going to punch you in the face, either move and get out of the way, or, say hello to my fist.
I liked his explanation and it made sense - certainly didn't look like his uke was intentionally falling for some other wishy washy reason other than not wanting to get punched. So to me, the point was uke reacted to a fist all of a sudden appearing in front of his face, if uke hadn't have reacted it would have looked like iriminage but instead of the arm going around the neck, his fist would have punched the guy. Kind of simple really. Was good
Marc can probably explain this one a lot better, he might have been there.