That doesn't take into account that you're responsible for them understanding your message. You can't assume customers understand things to highest level possib

That doesn't take into account that you're responsible for them understanding your message. You can't assume customers understand things to highest level possible, and you don't want to turn them off emotionally by accident. For instance, say you're trying to promote a password manager, but the average customer is scared of losing their data. You have very little on page real estate that will get attention, so what do you say to the customer? Do you say the technically detailed truth up front? - Encrypted by X,Y,Z - Hashed and salted passwords - Even if you use a password manager, if someone gets your master password, they'll have access to all of your sites, so you'll want to also use a token based 2FA too. - Link to more details Or do you just say: - Picture of a secure looking badge icon - 10,000 people have downloaded us for secure browsing (even though appealing to who uses it is technically illogical) - Link to details I can tell you as a fact that more people will download your password manager if you use the second copy, even though it gives much less logical info to the customer. So using the first one will help less people be secure.