I guess I am a believer in the "need to know basis" approach. Honestly, how many people sincerely care how you make your money? I do the whole "internet marketing" thing too... sometimes take it a step further with something about "audio-visual streaming software" to make it sound extra interesting!
It was an interesting change of industry for me - I was previously in radio for 8 years... but all in all, as someone else alluded to - a business model is a business model... doesn't matter what product you are selling.. we just happen to be peddling one of the biggest!