The author discusses how marketing language, specifically buzzwords, can be off-putting for developers and hinder their interest in buying a development tool. The most commonly cited buzzwords that drive away potential customers include "digital transformation," "best practices," "agile," artificial intelligence, "single pane of glass," and "leading edge." These terms are often used to create an impression rather than provide clear descriptions of the product's features or benefits. The author argues that developers want to understand what a tool can do, how it works with their existing infrastructure, and whether it fits within their budget. By using more descriptive language, vendors can overcome the negative impact of buzzwords and showcase the value of their products.