And it's "Powered by Alienware", which isn't even made of real aliens!

Yes, of course you can call anything any name, unless it infringes trademark because someone else in your field thought of it first.

Instead of being an ad for ZL, I think the repetition is more likely to increase Gizmodo's page rank for this article.

"Alienware" isn't misleading, because nobody sane would think it was genuine alien technology. When I saw "Zero Latency" I was briefly very excited because I thought it actually meant "zero latency". Maybe they had tapped directly into the brain to get access to eye/muscle movement signals before normal sensors could, early enough to compensate for the unavoidable latency of rendering and simulation. This would be a real breakthrough in man-machine interfaces, and it could be fairly described as "zero latency" because it really could be zero as measured with respect to conventional sensors.

But no, it's just typical marketing lies.

So if I call my company Chicken Burger and serve people burgers made from beef and pork with no chicken meat, I'm good right?

It's a brand name. How was I supposed to write about the company without mentioning its name?

About the repetition -- Wordpress tells me there's 3011 words of text and image code in the article, I think a 1% hit rate for the actual company name is pretty reasonable...

Thanks for clarifying.