I kind of noticed this happening about 10 or 12 years ago. I usd to spend a bit of time perusing computer tech shops, and I noticed that they had a lot of music gadgets, that I never reall worked out what they did. I suppose they were probably streamers, but they used to say things like "experience your music as you've never experienced it before" or "take back control of your music system" and have "lifestyle" pictures on them.
There were also various video encoders, but none explained what they differently did. Did they have hardware to help encoding? Did they use different codecs? No idea. The price varied from about 20 to 200 quid, and the only difference I ever established was they had different crappy software with them, which was inevitably useless compared to anything you could download for free anyway.
I just bought a fitness band (because it was on special offer at 15 quid) but the box literally didn't even say what model was in it. let alone what features it had.
I also bought a strip of LEDs. You'd think they'd all include as basic, the volts, watts, number of LEDs, current standard measure of luminosity, and equivalence to old light bulbs as standard. Nope. They contain some limited subset that makes it almost impossible to actually compare different brands.
Want to have the latest gadget? Surely one of the most important things is battery capacity and estimated recharge intervals. You'll be lucky.
Even basic things like a liquidiser might tell you they have a "smoothie function" or "turbulent flow technology" or some such, without telling you what that would actually do. How does it make better smoothies than just liquidising it please?
The most amazing thing is, even looking at the manufacturers's websites is often no help. Just the same marketing gloss. Even looking at Amazon doesn't necessarily help, unless there is a detailed review of actual real life experience by an actual user.
(some love to give to Decathlon here - they do have some charts comparing different products in their shops)
Bit of a thread crosser with the death of retail.