It's a useful thing to keep in the back of your head to inoculate yourself against marketing shenanigans.

The basic underlying principle of a product/service should be communicable and relatively universal. The details are of how it's tailored to your specific situation should come with cons and unknowns in other situations.

If it's not communicable and/or sounds like there are no cons they're not being honest about what it is (intentionally or unintentionally).