Non-GAAP accounting shown to the general public/investors is marketing material. Of course it's going to make them look good. That doesn't mean it's the only no

Non-GAAP accounting shown to the general public/investors is marketing material. Of course it's going to make them look good. That doesn't mean it's the only non-GAAP accounting being done. They're just using the useful stuff internally. The criteria for figures you use is audience dependent. Report creation 101. Decision makers, regulators, investors are all different audiences.