There is a market segment of relative laypeople who do not know what this product is, yet could benefit from it nevertheless. However, it is very small and does not represent the most desired customer base. Imagine selling an industrial control mechanism used in water treatment plants. You probably aren't looking to target the product page to people who don't already work in one.
By the same token, a successful ad campaign in this case would be one that effectively targets the search terms used by people that by and large already know what they are looking for, and steering them in my direction.
On the other hand, you both have a point. I am probably underestimating the number of managers looking at the site who, despite working in the VoIP service provider industry, find this all to be Greek. And it's probably equally true that I am reasoning backward from a self-selecting group of customers--the ones to whom I do manage to sell. In other words, survivorship bias, where the survivors are those not spooked by my esoteric content.
So, fair points!