Take Dead Era
's about section for instance. http://deadera.com/our-story/
It communicates their mission, motives, and ideas all in a humorous and creative story, and even admit they are "not going to change the world, but to restore the culture that technology has been steadily usurping. The medium of this
restoration: ass-kicking apparel sure to reanimate
even the deadest souls. And, an infectious blog
beckoned to bring clarity to all of the pixilation." You can see this section adds a lot of character to their brand and website.
If you make up some bullshit with some buzzwords, yeah it looks stupid, but the about section is the best way to communicate what your brand is about, which is crucial to every brand identity.