I think it's an awkward term used to differentiate hardware from beige boxes, following Apple. It feels very forced and near-meaningless in these contexts though. Reminds me of the startups with "Made with love" in their footers as though some early developer passion imbues the code with otherworldly power.

I find both offputting, but then the tactic hasn't really failed Apple.

Because they're passionate about it.

Society and culture has ingrained in us that beauty is equal to success.