Bells & Whistles Syndrome. Forgetting that your technological bells and whistles may differentiate you from your competitors, but may not be of primary importance to your target market. After years of R&D, it's easy to understand why some people become emotionally attached to the features of a product and how they are better than the competition, rather than real benefits for defined customers. If the feature is not critical to enough customers, it might actually be a sales deterrent, or not worth the resources it took to develop. This is why your product development folks and R&D need to be on the same page.