Marketing question

I'm currently doing a marketing internship for the summer. This is the very first marketing job I've ever had, but I'm heading to b-school this fall to transition from engineering to GM/marketing. So right now I'm developing some technical PR material for a new product. I'm a little confused about the writing style that I should take. In the first draft, I tried to stay away from my technical tendencies (as an engineer) and put in quite a few words that imply qualitative judgment. So my project sponsors/mentors reviewed it, and basically I need to take out all those words that suggest a qualitative judgment, like "powerful," "efficient," etc. I thought in marketing, we're supposed to market how good the product is and things like that. Is my understanding incorrect? Or maybe it's just the company culture that leans towards the technical/factual side of things? Thanks in advance.