Most people do not like fluff. In fact, they absolutely can't stand it. Nobody likes things that sound good on paper, but have no real substance. That's the theory, at least. In reality, fluff is subjected to the exact same self-deluding tendencies that govern the desire to be deceived.
Strangely, when exposed to certain subject matter that's known to be fluffy, such as marketing, people readily recognize that it is not quite "respectable" (as they understand it). Put it in a more scientific context, with apparent numbers to support the statements, and the people will happily lapse into their blissful coma of acceptance.
Where lies the difference? Perhaps an excuse to be credulous, considering that "hard figures" were included in the explanation. After all, it is easy to lie with statistics, but easier to lie without...
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