If all YC (and non-YC) startups describe what they do in the title in 10 words or less, everybody wins.
The important part is, from the Snapjoy announcement I was able to identify myself as a potential customer. Though I do have a car and car insurance, for me they are already solved problems, so I did not identify myself as a potential customer of Leaky (even if I actually am). If I told my mom that "Leaky is the hipmonk of car insurance," can you imagine the resulting conversation? My mom's hearing isn't great so you could be certain that hilarity would ensue, along with repeating myself and doing a lot of unnecessary explaining.
If I told my mom that "Snapjoy can organize your photos," the resulting conversation would be far less entertaining, but far more useful and far shorter.