These days many travel companies are running the B9R multi axle buses. Instead of advertising the pros of the bus, may be like "comfortable than normal volvo" or whatever, companies write "Multiaxle" in huge font. Whats the point? Nobody gets it. Its like "okay.. A bus with multiple axle..". Nobody tries to think about what multiaxle is and what it means, how it is good or bad or whatever.
Basically, advertise in simple language which people understand.