The novelty must have worn off, a long time ago. Almost all announcements of updates to existing products, look like a copypasta, they probably have templates and a well-oiled PR machinery to follow through.

Extrapolating from the cult-like following of Apple products: there's no way they don't fully believe this themselves.

They're admitting they were wrong about the last keyboard design, but do you expect a product announcement to come out and say "Our last four years of computers have had pretty shit keyboards, but we finally unfucked it!"

I wish they would — that would be refreshing

Just "A Keyboard that works" would do the job.