to my ear, D&I refers more to PLC guys, who are probably closer to being industrial engineers than either EEs or software guys. I've talked to PLC vendors before; they aren't familiar with what it would take to actually do ... more ambitious industrial control. Basic stuff like filters and modest machine learning is a bit beyond what they offer. It's ladder logic and cabling.

PLC inventories are measured in decades, not years.

It's honorable work, but it's not to be confused with software development.

Those commercials have been weird from the start. They make the parents / relatives / friends seem dumb to the point of parody and the "developer" very condescending.