What steel is, and what it is not
Light-gauge, cold-formed steel studs and tracks do not burn, do not feed termites, do not rot and do not warp. They arrive straight and stay straight. Those are properties, and they are real. Steel also usually costs more per piece than lumber, conducts heat through the wall, asks the electrician and the plumber to work differently, and needs a crew that has built with it. Those are properties too. A sales video names the first list and leaves out the second; the brief carries both.