It's a marketing gimmick, I don't think engineers working on these tools believe they work on AGI (or they mean something else than self-awareness). I used to be a bit annoyed with this trend, but now that I work in such a company I'm more cynical. If that helps to make my stocks rise, they can call LLMs anything they like. I suppose people who own much more stock than I do are even more eager to mislead the public.