I'm not sure what's going on here, and would love if anyone informed could chime in (looking at you there, tptacek :-)

Google search for "operation cleaver" brings up mainly mainstream news, and few infosec websites besides Cylance's own website - this could be an indication that the report is mainly marketing and hype. Discussion over at Reddit does seem to agree that there's a large marketing component to it, although there's good technical analysis alongside:

http://www.reddit.com/r/netsec/comments/2o1kdu/operation_cle...