[reify]

big companies like to work with and be associated with big tech companies as it looks good in their promotional advertising and sales pitch.

We only work with trusted big tech companies to manage our IT systems.

versus.

We have decided to use a linux operating system that 90% of the worlds population have not heard of to manage our IT system.

you must admit, which, to the uninitiated, looks more pleasing

Most, if not all, linux users agree that linux is a much better, more stable, more flexible and a more reliable operating system.

When you have corporate media using Ipad to mean tablet and Iphone to mean smart phone you know you are fighting an uphill struggle.