Why do you think your business prospects don't understand your SaaS?

I am curious to hear the reasons you think business prospects are struggling to understand your service. What are the main reasons? I have heard the following already:

• They don't understand how much easier their job would be.
• This service is so much superior to existing services, but they don't seem to get it.
• We are too early, because prospects are unfamiliar with the new technology.
• Clients don't want to change, so we need to educate them first.

Do you really think the problem lies with your prospects? Please share the SaaS you are working on :)