Watched Tim Cook and MKBHD interview and Tim did say something along the same lines: the average smartphone user doesn't care about the technology branding but what can it do and that's what Apple aims for.
And I agree with their goal here:
Dall-e how much now? it can do what? text to image? can it do emojis?
vs
Genmoji: oh .. it can do emojis. nice!
same with "Rewrite" and so on.