Jason Fried in Why is Business Writing So Awful?, a good post on caring about the words you use to describe your product:

Unfortunately, years of language dilution by lawyers, marketers, executives, and HR departments have turned the powerful, descriptive sentence into an empty vessel optimized for buzzwords, jargon, and vapid expressions. Words are treated as filler – “stuff” that takes up space on a page. Words expand to occupy blank space in a business much as spray foam insulation fills up cracks in your house. Harsh? Maybe. True? Read around a bit, and I think you’ll agree.