"Sell benefits, not features" is a marketing-101 principle; a good way to tell if you're selling a real benefit (and selling it effectively) is to isolate and hone the emotional component to it. You can do this even in hard-nosed products; there are emotional components to the "we're not full of shit and our products just do what you need them to do" pitch.

I'm not trying to argue with you now; just extending my point.