Agreed. The "no-nonsense" press release is wonderful. I'm fatigued by the trend of whole-page scroll-to-animate "our new BrandTech3 delivers twice the Foo for <

Agreed. The "no-nonsense" press release is wonderful. I'm fatigued by the trend of whole-page scroll-to-animate "our new BrandTech3 delivers twice the Foo for <consumer segment>" announcements. Unless there's something /really new/, over-hyping of incremental changes makes the company seem desperate to find things to fill a presentation. And this is the polar opposite of the weak "vague, positive, brand values" ad campaigns Microsoft ran in its more confused days (the Surface "click" ads full of dancers in pastel colors come to mind). Those did little more than make Microsoft seem out of touch. And really, which non-tech people are going to be looking at this? There's not enough regular consumer excitement about "the next big Surface accessory" to suggest anything but the store/product page needs to be flashy. They're much better off drawing general consumer interest via review channels, product placement, and quirk-bait "behind the scenes" videos or collaborations.