The "sizzle" comes from an advertising breakthrough way back in the '50s - don't push the (boring) product, concentrate on the effect it has on the customer. The phrase used was: "Sell the sizzle, not the sausage!"
So Dilbert is adding something that will appeal to the dim CEO.
In the United States in the early 2000s, I remember all the political nonsense about how we would soon gain "energy independence" because all of our SUVs would be running with hydrogen fuel cells. Of course, the fact that it requires fossil fuels to charge a hydrogen fuel cell didn't bother the great prognosticators.
Of course, their predictions all came true of course. Hydrogen fuel-cell-powered SUVs took over the market just after they genetically engineered pigs to fly.