Build a product. Not Features.

Consider Apple's "retina display": users don't care what the resolution is, because it's beyond anything they can reasonably perceive. Ditto iOS device memory size, processor speed, etc.: nobody (on the whole) cares, because it's enough to do the job. While other tablets are touting their long list of specs & compatibilities, the iPad triumphs because it "just works". Likewise most audio products, good enough that few users notice. Likewise the reason DVDs still dominate the HDTV media market: upsampled to a decent display, they look fine. You get the idea, insert your analogy here.

This is relevant to the article insofar as a list of features amounts to a list of backhanded excuses for why the user should buy this product after all: it's not so good that it "just works" and 'nuff said, marketers have to dazzle the audience with nifty verbiage which amounts to "it's good enough despite the limitations". This entails the bait-and-switch / smoke-and-mirrors of distracting customers with either great-sounding stuff they won't actually use, or presenting the sad facts in a cheerful way (akin to pharmaceutical ads depicting happy people dancing thru fields while a pleasant voice notes "may cause kidney failure", which the audience registers as a good thing).

Convincing the audience "it's adequate" means it isn't. Make something which just works. Lists of features is pleading a case which shouldn't be necessary.

One of my favorite truisms is "The best product development teams are as good at saying 'No' as they are at saying 'Yes'."

Also: "Do a few things, and do them really, really well."

Which goes along with: "As a leader 90% of the decisions you make are unimportant. Focus on the other 10%."

As always, know your market.