The personal gain on the side of the impersonal entity that is the company using it. By using such a loaded word, Apple (in this case, but apparently other comp

The personal gain on the side of the impersonal entity that is the company using it. By using such a loaded word, Apple (in this case, but apparently other companies have followed suit) is playing on the fact they are promoting their brand with a degree of "truth" attached to it. I am not sure what exactly truth they might be thinking, but their have surely entertained the meddling with a word that has strong religious and truth connotation. I might be reading too much in it, but I wanted to see if anyone else felt the same way. After all a techie crowd is bound to have strong opinions about the tools being used. :)