I wonder how to break into it.

I bet the trick is to keep the perfect balance of high profile wins and and losses. You want to be defensible as an expert to the non-technical folks while obviously a fall guy to the technical ones I guess.

I think these guys aren’t that, though, they seem to be selling a real, cool product.

Yes, an industry where FUD and being SOTA is coveted, like cybersecurity can really get enterprise interest with the right connections. Few contracts of sorts to trade for logos on a slide deck and high profile references can get you further. Does your product actually do anything y is useful? Maybe, not yet, maybe never, but you were convincing enough and hey 1/10 startups fail.