[mikk0j]

The “we’re X for Y” is awesome because it is a simple, powerful positioning. That's also why it can be misunderstood so easily.

The same model is used in pitching screenplays and movies. Alien, famously, was pitched as "Jaws in space". It works because it sticks, but doesn't define the field (the plot etc) too much. Similarly, startups using the “we’re X for Y” are giving themselves a quick mental positioning in the mind of the listener, but without carving an exact niche. It is easier to work up or broaden from defining the idea ('the beachhead') that way.

The way to misunderstand it is think that they mean to do exactly that. "What, they're taking a giant shark onto a spaceship?"