Exactly! This drives me crazy….as a user and UX designer.
I cannot tell you how many times I have to work with clients to actually get them to simply and clearly state their main Value Prop in a quality headline, which then can be quickly followed up to keep people engaged and intrigued. This also points to the need for good marketing copywriting by someone who knows the product, and can simplify it without writing a book. There are often disconnects that drive a strong point of view.