The other form is when you try to be very objective and tell the whole truth. Try this next time when you pitch an idea or try to explain the benefits using some product / service. I bet there will be a lot of yawns and eye rolling. That's why engineers are usually not the best people to present something new (a product or just an idea). Because they try to be objective and stick to the facts. And most of the time people don't want that, they want excitement. And excitement needs some lying.