If there is a feature or a characteristic of your product that consistently keeps your audience from buying, you have one of two options: change the feature, or change the audience.

Hiding the feature, on the other hand, is but a shortsighted and counterproductive trick. You actually want people to know about it as soon as possible, so that you do not end up wasting time with those who consider that a roadblock.

This is something marketing departments often get wrong.