By reporting what Microsoft is saying in their marketing literature, I'm neither advocating what they say is true, nor am I saying the work referred to in the article is a copy of their efforts. Evidently, you jumped to some conclusion like this. I am merely commenting on the behavior of their marketers. As a long time observer of the tech industry, I always find the behavior of marketers interesting, though not always in pleasant ways.

(I think it's wise to pay attention to how such forces change language.)