Not saying it's intentional, but it does move them where they wanna go.
When you understand people's motives, then it's easier to understand why they call it marketing. Personally I feel like it's almost an unconscious reaction to cope with the fact that this stuff is getting really dangerous and they can't believe it themselves - stick your head in the sand and call it marketing.
Is the claim that the benefit to HuggingFace of "ooo wow someone else's proprietary AI is so good" is greater than the downside of "HuggingFace is not a secure service?"