You click the website link and the assets begin to load. The page is a gigantic photo, filling the entirety of the viewport. In the photo is a group of people – smiley, happy, beautiful people. The product is just about visible on the screen of one of their iPhones.
Overlaid on top of this photo is a brief sentence that introduces the product in a not-really-saying-anything-in-particular sort of way, set in a geometric sans-serif typeface. Beneath the sentence is a button. But not just any button – this button has white type, a transparent background and a thin, white border surrounding it. You press the button.