I think a better term for what is happening here is "client side encryption". That reduces the chances of getting things confused with messaging, which is a dif

I think a better term for what is happening here is "client side encryption". That reduces the chances of getting things confused with messaging, which is a different sort of a problem. This at least has a user accessible cryptographic identity, so end to end secure key exchange is possible. So if you really wanted to call it end to end encrypted, it would be legitimate to do so. I suspect that the motivation here is still mostly marketing driven.