[lmickh]

I think the DevOps is a culture statement is just as misleading to folks as the DevOps is automation/tooling.

If you look at the early conversations, it was a discussion that outlined a management paradigm that borrowed heavily from Theory of Constraints in the manufacturing world. The discussion lead to a consensus among those involved that defined core values of culture, automation, measuring, and sharing (CAMS).

To many people, DevOps means that paradigm. The examples you list (security, marketing, etc) are not paradigms composed of several values. They are business functions as infrastructure automation might be. We don't call the accounting team the "cash-flow" team cause it is a paradigm. Not a function.

While I don't think it is worth falling on your sword over, the fact that folks care about the wording is good. It means they are thinking about more then just the function, but also the underlying paradigms.