The sizzle is not the steak
This sales phrase was coined by Elmer Wheeler in the mid-1920s.
It urged salespeople to focus on the experience around a product being sold (benefits, ulity and symbolic aspirations) rather than simply on the object itself (features).
It means appealing to the senses and emotions of the buyer to motivate them to buy it.
Marketing teams are experts in human behaviour and will use many tactics to create the sizzles for the steak.
Oftentimes they never live up to the promise.
When you are allured by a dream, that dream becomes expectation, meaning the default expected, and when you finally get it – it is nothing like your dream at all. Because reality can never match what is in your mind. (Theory of forms)