They aren't confusing it. It's part of the lie these companies tend to construct--if they say they are something, over time, they hope everyone believes it. "We

They aren't confusing it. It's part of the lie these companies tend to construct--if they say they are something, over time, they hope everyone believes it. "We aren't just a <boring commoditized alread-solved problem> (even though they are), we're a <fancy amalgamation of things you never thought possible>!"