Can someone please indicate if there is truly some kind of AI magic going on here? TT claims it's a 'key magical ingredient' - and apparently acquisition talks

Can someone please indicate if there is truly some kind of AI magic going on here? TT claims it's a 'key magical ingredient' - and apparently acquisition talks are held up ostensibly over 'access to training data' etc.. But I find this maybe hard to believe. TT learning is pretty good, but I suspect an algorithm could do it, or possibly some basic ML, not necessarily needed Deep Learning. I suspect the 'Deep Learning' they use may not even be very sophisticated, but provide cover to radically inflate their ostensible value to CEO acquirers who just love the concept of 'real AI' often irrespective of it's material value. I'm just suspicious there isn't really much there, and find it odd that an entity like Microsoft would be intimidated by trying to do that piece well.