Engineers create language at most consumer electronics companies. Unintentionally, perhaps even accidentally, but this happens nearly everywhere.

Engineers (product developers, product managers, etc.) pass the language down to the marketing department, which passes it down to public relations, which passes it down to the media, which passes it down to the consumers.

Consumers are last in line.

I submit they should be first.

How you talk about your product must begin with your customers. Find out how they talk about your products. Then rinse a tiny bit, and simply repeat.

PS — Never, ever, let your engineers create your language. In fact, nothing product engineers say should be repeated. Ever.