[nullindividual]

It's normal behavior, we assign gender to all sorts of objects be they made of metal and float on water or are just a series of electrons informing metal gates.

The message is fine for the true target audience which is vastly different from the audience of the 80s and 90s. Microsoft and Apple (well, Apple HAS been using friendly language since the 80s!) are smart to use friendly language.

Plus, it gets us all used to our corporate god-kings when we're dominated by the AI angels.