Sensible. And as much as I too do not like the whole "marketing", and especially video ads that try way, way too hard to "be clever", the truth is that if I don't know about a material, component, device etc. I cannot possibly even consider it.
Or in other words: we still need some way to discover stuff. Having less fluff and more specs is the way I prefer.
I agree with you in general, but to quote another point made in the article:
> Engineers are not turned off by jargon—in fact, they like it.
If a video or marketing-focused website tries to be clever, but without "fluff", and maybe alluding to some technical quirks or general behaviour of the product, I think I would like it. Extra points for being capable of not taking things too seriously, e.g. when some aspect of your product seems to be a weird design choice that is sure to get some flak from the engineering crowd.
Or in other words: we still need some way to discover stuff. Having less fluff and more specs is the way I prefer.