I don't think my observations relate to sales and marketing. They are more a matter of engineering...intended use, documentation, process. Engineers will use Bash and Vim and Chrome developer tools whether or not they have trendy UI's and are backed by marketing campaigns. They use them because they make them productive and or profitable.

Or to put it another way, if you're not good at lying or telling half truths or spinning bad news, then just tell the truth as best you can. Developer tools are mostly about the tool and only sometimes eventually about the marketing and sales.