You can sort of tell this from the style of IBM's TV ads, which have a condescending and smarmy tone that is quite distinctive. The ads are filled with lofty b

You can sort of tell this from the style of IBM's TV ads, which have a condescending and smarmy tone that is quite distinctive. The ads are filled with lofty buzzwords. No talk of actual technology at all, because the ads are targetted at non-technical management, the kinds of people who might be euphemistically called "decision-makers". The ads make all kinds of promises to these "decision-makers" about how their business will be utterly transformed. Actual implementation of the systems and business-critical changes is left to the IT department. The non-technical management writes a cheque and then washes their hands of the problem.