Only if consumers understand the metric. Otherwise, one product's metric is another product's meaningless buzzword.

I would argue most consumers don't really understand the metrics. People will compare which computer has more GB of RAM, but fail to take into account which type it is or how necessary it is for their use case. It's especially common in the food industry- it's funny how often some products are market "gluten free" even though nobody who knows what gluten is would think to find it in a can of tomatoes. It's pervasiveness surely means it's effective.