[ChuckMcM]

I like your analysis of the incentives to do it, it reminded me that there is another place where it is used, Entertainment. Projects are pitched as "this is the Rambo for Millenials" or "This is Bonanza in Space."

So in those cases there is an attempt to transfer some of the success 'aura' of the brand name to the pitched project. No one pitches a movie saying its like "Heaven's Gate" :-) and I suppose nobody pitches a startup as "The Color for Dog Walkers."