The book illustrates the point that highly technical words and phrases can simply be smokescreen, striving to lull the reader into a false sense of trustworthiness toward the author by using complicated language. They point to a product on Amazon.com, a supposed advanced cable that is sold for thousands, but isn't any better than similar cables selling for a few dollars.

Made of high-purity copper wire, it's designed to thoroughly eliminate adverse effects from vibration and helps stabilize the digital transmission from occurrences of jitter and ripple. A tin-bearing copper alloy is used for the cable's shield while the insulation is made of a fluoropolymer material with superior heat resistance, weather resistance, and anti-aging properties. The connector features a rounded plug lever to prevent bending or breaking and direction marks to indicate correct direction for connecting cable.

There is a review of the book that illustrates this point nicely, although I don't think the author of the review intended it as such. The authors of the book call it 'neuro-babble'. The review can be found here, but below is the relevant passage...

The authors belong to a psychological school of thought that celebrates methodical, rational analysis over rapid, intuitive decision making. They say little about research that has revealed intuition’s strengths, such as its ability to aid firefighters, pilots and other professionals in making critical decisions under time pressure. Nor do the authors address the possibility that experimentally induced mental illusions stem from thinking strategies that are generally useful, just as optical illusions stem from a largely effective visual system.

The whole point of the book is found in the subtitle of the book, that intuition is a false sense that we know something we really don't. The author of the review doesn't like this, and I would guess it's because he is prone to believing fairy tales, and lending credence to the likes of Uri Geller and John Edward.