Everything starts as propaganda, simply because only companies (big ones) have the PR budget to push new tech.

Also, tech companies need constant change to survive, since with every new change, all the old systems become legacy, and we have a new wave of spending (this is true for hardware as well as software).

However, this is not necessarily bad, you just need to play this game correctly.

For example, if you are a startup, you can use this change as an entry point when new markets get opened.

As an engineer you can also enjoy it if you ride this wave. For example, become a Kubernetes consultant.

The holy grail, however, is the actually drive this change as a startup. I.e. use the PR budget of the big tech in order to introduce a competing product.