Explaining complex technology can be tough. I often hear people say "we need to educate the consumer." That can be a difficult task. You are already making the assumption that the consumer is actively wanting to be educated... and that is not necessarily the case. Lots of what drives the purchase decision is based on emotion - how the consumer feels about the product - rather then data and technical know how. 

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One example from my days of selling diamond jewelry is the pitfall of a newly trained gemologist wanting to share their knowledge, passion, and detail of what makes one diamond more unique and more valuable on the marketplace. This can overwhelm the customer and cause the sale to fall through. The emotional approach talks of the beauty of the gem, and how it will light up the eyes when the gift is given. This emotional approach gained me far more in commission than detailed explanations on how inclusions are formed and chemical components alter the color of a diamond.

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It might not seem relevant, but even with vacuums we found similar results with testing how we sold technological aspects of the product. Detailed educational pieces failed... but images we created with cross sections using heavy manipulation in Photoshop and Illustrator created consumer preference because "this one looks like it does something new." That is the communication we were looking for.