When they start calling everything AI, soon enough it loses all meaning. They're gonna have to start marketing things as AI-z, AI 2, iAI, AIA, AI 360, AyyyAye, etc. Got their work cut out for em, that's for sure.
Just saying, I’d welcome some competition from other players in the industry. AI-boosted upscaling is a great use of the hardware, as long as it happens on your own hardware only.