I believe it is helpful to provide, at a minimum, the general area being addressed "making hiring easier," "making photos more fun," or "making your bbq chicken

I believe it is helpful to provide, at a minimum, the general area being addressed "making hiring easier," "making photos more fun," or "making your bbq chicken taste better"-- there is no way anyone can deduce exactly what a company is doing from those above descriptions but they help make sure your sign-ups are actually relevant to your service. Hipster might have seemed mysterious, but there were plenty of screenshots going around that explained exactly what their service provides. Plus, their sign-up landrush is uncommon.