It has nothing to do with cynicism. This is literally taking an existing industry, and slapping a new name on it to sell products, consulting, etc. Go look at any of the current product's websites. Which ones demonstrate an understanding that automation is as old as computers? Cause they certainly all look to me like they want to give the impression that they invented the concept, so you should buy their broken pile of ruby scripts instead of the other guy's broken pile of ruby scripts.