[fxtentacle]

I think we just don't like the spotlight that much.

In the US, the basic approach is to talk about all the great stuff that your company is doing. In Europe, many suppliers are happy to white-label, if you pay for it.

So when you read from an international company bragging about "their" new products without mentioning employees, chances are that they just licensed it from an outside contractor. There's lots of small high-tech contracting firms all over Europe. It's just that they don't want the (potentially negative) attention that comes with being famous.