Yep, this is the end-game of "customers buy benefits, not features" marketing writing.<p>Don't get me wrong, I'm fully on board with the idea of marketing your benefits, not features, but so very much of the marketing writing you see out there now takes the concept to this unhelpful extreme.<p>I ride my bike past a shop every few days that's called something like "Shelter Solutions," but in smaller print they say "We rent equipment for commercial and residential roofing need". Boom, done, that's what I care about.<p>Or some lady who gave me a fistful of business cards at a networking event (she apparently has five thriving gigs, eyeroll), one of which was "telecommunications solutions consultant"--talking to her, she has some cell phone MLM program she's a part of.<p>Customers buy benefits, but if you're not telling them what the features are, you've failed at writing clear copy. Most people do.