Doesn't even work there.

It only appears to work if you think that kind of advertising is how they got to their market position. Usually it's not.

Let's Docker for an example.

Docker did not get adoption because of some cliche marketing on their landing page. It got adoption from people doing tech talks and tech demonstrations and several companies writing blog posts about how migrating to Docker saved them from the headaches of deployment they were having before with the ad-hoc systems.

Complex enterprise tech gets sold by other means, usually personal relationships with key decision makers, and maybe some amount of bribery, who knows.