That is a solid business strategy.
In my line of work, I sometimes see companies with new medications do the opposite. To get my attention, the drug rep will make some very impressive claims. Guess what happens then? If/when I find out that the medication is not doing what it was supposed to do, then my impression of it (and the drug rep) goes in the toilet. Example: Strattera was supposed to be just as good as the stimulants (Ritalin, Adderall, etc) for ADHD. It wasn't. It's pretty weak. Can I really trust the Eli Lilly rep any more?
The savvy companies try the under-promise and over-deliver strategy.
Sometimes you win, sometimes you lose, sometimes it rains.