The product is being provided to some of the most influential companies. That can definitely serve to Anthropic's advantage. (Regardless, I suspect the hype is real.)
Imagine you were making purchasing decisions about which LLM-based coding tool to use.
If one of the possible vendors convinces you that that they have a next gen model that is so powerful it found 20+ year old bugs in a hardened operating system, that would undoubtedly have an influence on your decision even if you are only buying the current model.
For Anthropic it's "we own the big scary models, the AI security space, but it's ok we're responsible"
For the partners it's "we're the Big Boys here and will look after your enterprise needs"
None of it needs any more than anecdata and some nice, pre-approved, quotes.
Every organisation does it.