Usually they show it being held up or next to a common reference, like a quarter, or coffee cup, or the front page of today's newspaper.
Not only is the content of the marketing site drivel and less than useful, but the design of the technical side, such as finding drivers or tech documentation, is horrific as far as web design.
I have a feeling that because the leaders in the field are so bad at it (for example see Bill Gates critical emails of microsoft.com, which to this day have not been corrected), everybody else sets their bar fairly low.
It's bleeding into things like Ubuntu too now. When I try to go look up technical details on Snap, what can I find? Basically nothing except a tutorial. Click click click click and the same content over and over again presented in different ways.
It's a little bit bigger than a betamax.