The same applies when you are about installing new software on your computer. Most of us don't read all the terms and conditions word for word (although we are all expected to).
We don't want all the details about everything. All we want are little bits of the detail- that concerns us. Because most times, having all the details is nonsensical if it is not going to get you anywhere.
Every sales person or small business must be cognisance (no matter how controversial) of the fact that customers don't give a
Take for example a sales person for a car company trying to close a deal with a prospective customer.
The customer doesn't really care about all the tech stuff like the diameter of the push rod or the valve spring (except if he is a Formula 1 racer or a car collector). All he cares about is how fast the car will get him to work or how fuel conserving the car is or the durability of the car...He doesn't need all the details.
A more suitable example is that of a thirsty man; all he needs is something that will quench his thirst – water. He doesn’t need the chemical composition of the water and all those “science-ish” about it.
So when next you are closing a deal or pitching your idea, identify the part of the detail your prospect needs and kill him with it...
Don't bore them with all the details; you might end up scaring them off.
