Because it's perceived as fast because users have been reading articles about how much faster the devs have made it (as in TFA). If you can consistently put ou

Because it's perceived as fast because users have been reading articles about how much faster the devs have made it (as in TFA). If you can consistently put out these articles to prime your users, and have you software still perform at the same speed as your competition, then either the devs aren't doing much at all, or marketing is more full of it than usual.