Using a "using a true but empty metric to promote your business" is more like being creative in that the reader, if careful, should be able to spot the bullshit. The same as when you read product labels or any advertising copy.
I've seen web hosting companies refer to their hard disk space as "premium" storage or with other adjectives to make it appear as if you are getting something which is better than an ordinary seagate server grade hard drives (as if some server company is going to use consumer grade drives). Colo companies talk extensively about biometric security at their facilities (note if your stuff is that important that you care about that you should probably go onsite and verify it, right?).
So what the startups are really doing is just what ad agencies have done for decades. They are using words to sell their product in a creative way.
I've seen web hosting companies refer to their hard disk space as "premium" storage or with other adjectives to make it appear as if you are getting something which is better than an ordinary seagate server grade hard drives (as if some server company is going to use consumer grade drives). Colo companies talk extensively about biometric security at their facilities (note if your stuff is that important that you care about that you should probably go onsite and verify it, right?).
So what the startups are really doing is just what ad agencies have done for decades. They are using words to sell their product in a creative way.