“…promotional language imposes a cognitive burden on users who have to spend resources on filtering out the hyperbole to get at the facts. When people read a paragraph that starts ‘Nebraska is filled with internationally recognized attractions,’ their first reaction is no, it’s not, and this thought slows them down and distracts them from using the site.”
— Jakob Nielsen, “How Users Read on the Web”
Wade Rockett 
Promotional language imposes a cognitive burden? Jeez, fire this guy already. He may have a point, but no one understands it …