If you sit down and really think about what I'm doing, in a purely business (not money) sort of way, you may begin to see why I'm doing it. There are 20 reasons that have nothing to do with money that I can think of off the top of my head.

And I don't know how anyone could describe their business that way without saying what it is. How can I say what differentiates Dashbuzz without saying exactly what it is I'm doing?

And no offense taken, I appreciate your input :)

Regarding your last question here are some things you could say without revealing much while providing valuable insights:

1) we will differentiate ourselves by hiring k top scientists and attacking the problem algorithmically something that hasn't been done been before (or we'll hire k top marketers, you get it)

2) we will provide the service for free in a market where everyone charges for subscriptions (or the other way around, doesn't matter)

3) we will be able to charge less because we have identified this and that way to be more efficient.

4) we have xyz superstar coder/designer/etc in our team.

I could go on. But the point here is dual really: not only you are giving people more info about what you are doing (without revealing much) but you are also telling them you've done your homework (market research, etc).

Regarding the 20 reasons you are doing it this way, yes, I realize there are reasons (marketing is probably #1, great story to tell) but again I think you will benefit from explaining. What I am trying to convey is that there is a positive correlation between the effort you are perceived having put into this thing and the confidence/money you'll get.