If they don't know then who knows?
Watching the tube tonight I saw a commercial for the anti-depression drug Prestiq. Now we all know that those side-effect warnings on prescription drug commercials can get pretty ridiculous, but this commerical gets ridiculous long before they even get to the side effects.
About 27 seconds in, right after they say that it's been proven effective in treating depression, the voice-over slips in this little gem:
Prestiq is thought to work by affecting the levels of two chemicals in the brain...Thought to work? Are you seriously trying to sell me a drug and you don't even know how it works?
I don't care how you think it works, if you don't know how it works maybe I should hold off on putting it in my body until you do.
Hell, I think bourbon works by activating the Debonair receptors of my brain thus making me look and act like Don Draper, but if I were trying to sell bourbon I think I would keep that theory to myself.
If you want to sell something and you don't know exactly what it does or why, just hire the Sham-Wow guy.