Part of it is marketing, but part of it has to do with changes in how Americans think about making money.

Young Americans can see the direction in which the wind is blowing. They believe less and less in the idea of a "comfortable middle class lifestyle with a steady career" and more and more in the idea that you have to be some some kind of entrepreneur or hustler if you want to have hope for a decent living and a decent amount of personal freedom in the current system, given economic trends and trends in AI.

I think this is also part of the reason why socialism has returned as a viable force in American politics. The alternative to becoming an entrepreneur or hustler in the current system is to change the current system.