"It's obvious when it comes to art and antiques. It's less obvious when it comes to technology products."

I actually agree but will add that if the product is, say, a cloud service I think the wrap will work because it can create an image in your mind and you aren't holding a physical object.

So perhaps selling boxed software it doesn't apply that much but with a cloud service you don't really know what goes on by the wizard behind everything. So you could spin some story much easier talking about how great you've got things setup or done better than your competition.

I'm reminded of all the web hosting companies that talk about and show pictures of their data centers which are actually just the place they have their machines racked at. But they don't tell you that they make it seem by wording to be their data center with the multiple feeds and diesel generators going into explicit details about things that most people don't know about (which is another way to sell to talk about things that confuse people that they, for some reason, put a higher value on oddly enough.)