- Actually naming your inspiration as Apple
- Saying that thanks to machined body, the keyboard is actually slightly better. No overstatement, just an honest detail
- No: "This is our best laptop yet" (As if managing to not making it worse is something to be proud of)
- To the point, fast paced, clear communication
- Honestly stating that you're working hard on getting as good as "the gold standard, which of course is Apples track pad" and that you think you'll get there soon
- Clearly stating that the new memory standard is not magically your own invention somehow even though you're the first to use it
- Clearly stating the actual numbers of the battery in Wh and density AND also how many video minutes you get
- Clearly stating, not hiding but also not overstating that you started the company for the purpose of upgradeability
- Proving what you mean with examples before emphasising that "we really mean it when we say we have redesigned the computer from the ground up" (While absolutely fantastically letting the new motherboards upgrade last generation chassis!)
Result: I placed a pre-order, and kind of felt sad for this honest and clear language to apparently be rare.
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