That's like IBM doing research, or "thought leadership" from consulting companies. At the end of the day, it's sales / marketing content. It's a spectrum, and s

That's like IBM doing research, or "thought leadership" from consulting companies. At the end of the day, it's sales / marketing content. It's a spectrum, and some of it is obviously high quality, bit a major aim is to draw in customers as opposed to directly supporting products or customer engagements. On the plus side, doing research does advance the state of the art, so it's one of the most productive marketing activities.