Visitors occasionally remark that this website does not sound like the others. That is intentional, and since the question keeps arriving, here is the reasoning.
The language of innovation brokerage has drifted a long way from the language of engineering. One speaks of ecosystems, enablement and transformative potential; the other speaks of tolerances, duty cycles and the temperature at which the coating spalls. The first vocabulary is designed to be unfalsifiable. The second is designed to be checked.
Wit is a form of precision. Class is knowing when to stop talking.
We write in the second, as nearly as a website can. This is partly taste and mostly function: a description that is specific enough to be wrong is specific enough to be useful. 'Advanced materials expertise' tells you nothing. 'Knows what a composite wing does when you ask it to work on a Monday' tells you what to ring her about.
Wit is a form of precision. Class is knowing when to stop talking. A joke that lands once and then gets out of the way costs nothing and makes a page readable. A joke that keeps going is a page about itself.
We should say plainly what we are not doing. We are not being irreverent about the engineering, which is difficult and consequential and done by people who deserve better than a brochure. We are being irreverent about the packaging around it, which has grown considerably faster than the work.
If the tone occasionally misfires, tell us. We would rather be corrected than admired.