I was standing next to a booth, and a sales person was explaining the word "exploit" to an executive.
There needs to be a sign out front of the sort "You Need To Be This High To Go On This Ride". You need to know the words like "exploit" mean. Otherwise, every product is advertising the most comprehensive, proactive solution with the greatest Return On Investment. If you don't know the actual deferentiators, then you'll buy according to who has the slickest market message, the hotest booth babes, or the best golf scores.
It's easy to blame the vendors for their vapid marketing, but we should blame the buyers who evaluate products without knowing how they work.