content: I agree. But let's face it, they have to do it. Nowadays, to be successful, you have to pursuade some rich middle-class people to give you a butt load of money to develop your product. And simply, people are much more likely to do that if you market your product as, well, what you said... "OUR PRODUCT IS <insert generic apple-like comment including the words "revolution", "intellegent", "fantastic", "innovative", and so forth>" Sad really, it makes weeding out fraudy/fake/implausible/stupid/impossible product ideas from the good/real ones.