I can't count the number of times I've come across an open source project online, and couldn't figure out what it was
When I worked at SourceForge, this was a major thing I worked on. I called it the "Yeah, but what does it *DO*" campaign, and I'd try to get projects to explain what their project was actually for, rather than saying that it was "an effort to build a fast, efficient, best of breed tool XYPDQ object-hierarchical framework" or whatever.
Turns out that a lot of people find this kind of thinking revolutionary. It's honestly eye-opening when you say some people might not know what their whizbang is used for.