It's both.

I agree to rednb that at this point it feels like rather obvious brand building, but also, I agree with you that some value is in it.

It does not feel all that authentic though, and it's good to react allergically to lack of authenticity. Bad for a lot of business models, but good for humanity.

More like living next to an ice cream truck car park

Every parent groans haha

At this point it does not show anything as models are fine tuned on all kinds of benchmarks.