Press releases are for the investor market. They have to sound like this, because all press releases sound like this - it's the language of investors. It's the

Press releases are for the investor market. They have to sound like this, because all press releases sound like this - it's the language of investors. It's the same way that all agency job descriptions sound the same, and certain types of resumes sound the same, and all detergent commercials sound the same. This is the conservative option, so if you rewrite it in an more "human" style, you're actively telling your potential investors that "we're a bit kooky" - which may be your intention, but you're taking a risk. [Having said all this, I wouldn't be seen dead with a press release like that! All depends on what you're into.]