There's a balance to be struck because the polar opposite - discussing features rather than benefits - is the norm and it's worse than ineffective for the average user, it's confusing noise.

I just came back from running two days of usability tests on-site at a security software company. I wish everyone could see the test subjects' eyes glaze over the typical marketing text describing exactly how the thing works and conversely, how they'd light up about 20 minutes into it when I'd guide and moderate them towards the hidden nuggets of real tangible value, like "4x faster than Norton" or a chart showing that the memory usage was a tiny fraction of competitors.