As I said upthread, this reminded me of Apple’s preference to refer to its products without an article (it’s “iPod”, not “the iPod”). I like Apple products, but I don’t like anthropomorphizing their brands. I sincerely don’t think the actual humans making these products we like care about people using the language constructs they’re familiar with. And I sincerely don’t think branding should have so much power as to invent new language constructs and expect people to adopt them or be considered ignorant.