Many vendors don't get it. How many vendor demonstrations have you sat through and all you came away with was how their products are great. The best features. Better than the competition. I bet they are in the top right corner of the Gartner quadrants too.
It shouldn't be about how their product functions. Unless the "how" is what you want to know. Sometimes techies and vendor sales people focus on the technology when marketing to business people. Check out John Dodds post ("Geek Marketing"). Following even one or two of his top ten will help with not speaking geek. "Translate the creations of the uncommunicative (techies) into the needs of the untechnical (biz people)".
After all it should be about how the product can work for you or your business.