Completely agree. I'll also add the "do you stand out?" didn't really speak to me. It doesn't really give me an idea of what you're doing, what does "stand out" mean? Stand out from whom? Why?

As a contrast, our tagline - which my co-founder hates, and also isn't great - says "want better sleep?". It's clear what we're bringing to the table, what area we're working in.