There's really something wrong if you have to put a question to FAQ list to tell what your product is and that question is not the first one in the list.
Some sell technology, some sell vision. The latter involves trusting them/submitting to their vision which would put off a lot of developers, I feel, but still create intrigue in managerial circles for them to get traction.
I can’t remember which but there was a post about this, in the context of cloud service providers, a few weeks ago, on Hackernews Top. Will add if I can find it.
I don't understand why people insist in not explaining what it is they're selling in a clear, simple manner.