David writes, "When I see words like 'flexible,' 'scalable,' 'groundbreaking,' 'industry standard,' or 'cutting-edge,' my eyes glaze over. What, I ask myself, is this supposed to mean? Just saying your widget is 'industry standard' means nothing unless some aspect of that standardization is important to your buyers. In the next sentence, I want to know what you mean by 'industry standard,' and I also want you to tell my why that standard matters and give me some proof that what you say is indeed true." Read his analysis in.