Do you carry movies in your pocket?
The less information people are given the more likely they are to remember it.
Case in point: Movies in your pocket headline by Apple.
Why was the Movies in your pocket headline created?
The headline was created to promote the movie function of the Apple iPod.
To accomplish that, the folks at Apple could have done a number of things:
They could have mentioned how many Gigabytes of storage the device offered.
They could have mentioned which and/or how many thingamajigs it had built-in.
I could go on, but you get the idea.
Instead they said: Movies in your pocket. Brilliant, isn’t it?
My 2¢: The less information people are given the more likely they are to remember it.