Well, it might be argued that with the exception of this author (who apparently coined the terms they're using) neither the IBM marketers, nor any of the potential consumers understand what these words mean. It is pure abstraction to most people. If the marketers were pressed, I'd guess that they'd just define these terms differently than the people making claims of fraud.

I'm imagining the glossy eyes of a judge or jury trying to grasp the nuance and just throwing in the towel.