IBM is doing the smoke and mirros and selling bullshit game for a while now.

And it's intentional! They have a strategy of inventing new words that sound all scientific (like 'cognitive computing') but there is absolute no meaningfull research from them. Its like the whole company has become a parody.

Any companies that allows their employees to talk to IBM has the problem that afterwards their employees understand less of actual problem domain -- and the knowledge they think they gained from that interaction .. its all 'IBM and consultancy buzzwords' rather than the industry-standard terminology fueled by actual research and science.