no, i agree.. not trying to stir anything up at all.. nothing wrong with healthy conversation.
but it is exactly what i thought and these examples you are giving are definitely not a change in approach in marketing at all - in any way... All they are doing is educating and explaining... you can't ask 'what's holoens' and say, 'well.. it's holo' (haha).. it's new to people so they are simply explaining what that is.
... take the marketing of 'cloud computing' for example... most people STILL don't what that is (seriously) but when explaining
what it is, it will use do so with the other technologies that make up cloud computing ... BUT... it's STILL 'cloud computing'. Just because they use other terminology to describe the tech - doesn't mean they are marketing that way
for an example of what i mean, check out -
Sales Force
or
IBM cloud services
i don't see any harm in what microsoft is doing by using the proper terms in explaining what they are trying to accomplish and i certainly do not see this is a new approach to market 'hololens'...
have you seen their twitter page?.. there's like five mentions of 'mixed reality' since June - maybe it was six
personally, i don't think a huge marketing opportunity exists in something like 'mixed reality' - the TERM itself, i mean (not the technology) ... it's clunky in marketing terms