> First, I think I am pretty representative of the target audience for the main website (it's sad, but most non technical people still don't know what a password manager is or why they might want to use one).
Maybe they're trying to make a website for non technical people, in order to gain some traction among that audience?
If developers keep pandering to the technical audience who already knows enough about the purpose of password lockers, you have a circular problem where the general audience never learns about them.
And remember, marketing phrases exist because they work. If you don't know what a product is good for, the seller needs to state it in plain terms in order to convince the customers of how it could benefit them.