Barge
From my years as a marketer I have no idea except that they will market it anyway they can until they develop a market or give up on it.
Green Hills, Hypervisors, SSDs, OpenID, NAC, Liability, fear and greed all have a part to play.
It's an interesting academic subject, but I'd bet in our second decade here, almost everybody just wants us to hit blue sky rather than talk about it. So maybe I've moved from grayish to blueskyish.
Are you Blueish too?