What Is Your Company Actually Doing?

I've found lately that the "we are simple" mantra really isn't followed that well. Companies pretend simple, but actually complicate. Speaking to a friend of mine, I asked what his company actually did? His answer started with the proverbial "WE ARE SIMPLE" and then went on for 10 minutes explaining what they actually provide to users and customers. In the end, I didn't get it and, clearly, neither did he.