Actually, this "point 1" is my pet peeve. I hate it when shopping for computer parts. In fact, I think most web stores overdo the "explanation of benefits".
Every single web store has pages upon pages of meaningless marketing speak on every product page, and the tech specs are either: a) at the very bottom, in small font, b) under a separate tab, or c) broken, inaccessible, and unreadable.
When I have to go to a third-party review site to find out what the resolution of a monitor is or whether the netbook I'm looking at has an extra RAM socket, I can't exactly call this a good shopping experience.
It might be interesting if you could determine based on, e.g., the search term that lead them to your site whether or not they were a techie or not. If they were, serve them up the benefits with the tech specs prominent. If they weren't, serve 'em up the marketing speak.
I wouldn't say your exactly their target customer. This may be a pet peeve but the vast majority of people buying their product see the specs as meaningless, they just want to hear the benefits in a language they can understand. Rule number one of marketing is to write so that a 5th grader can understand it.
I can see why though. The focus of the selling company is to move material. If they provide tech specs, then they are competing on features, which won't provide the same profit cushion as warm feelings most of the time.
And as much as this is drilled into our heads over and over again: keep it coming. It's all too easy to forget the fundamentals..
Point #1: "Lead with benefits, not with features." was great.