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It’s hardly disguising. No one likes verbose URL parameters.

Having a reliable way to know where readers come from (in aggregate) is low-stakes stuff.

Without commenting on any other part, I don't get what you're saying about provenance. They're just using a word correctly.

I don't see any camouflage. The meaning of word is clear to me. Wiki is not in business of advertising or personal data trading, it's volunteer run project you know, so I don't see a problem with analytics there.

> is pretty on the nose.

why ?

To be fair, Wikimedia is the for profit arm of Wikipedia. Wikipedia itself is still pretty good in terms of user friendliness.

This is incorrect

This is completely backwards. Wikipedia is the name of a project. That project is operated by the Wikimedia Foundation, which is a nonprofit.

Wikimedia is also used as an umbrella term for everyone involved (e.g. wiktionary, wikidata, etc, some in person orgs, cross wiki management stuff, etc)