The fun thing is I expected something completely insane, but it's loving with an emotional bond. They're even making words up for these things, smokescreens it are.I read the article. It's like in the story of the Emperor that Had No Clothes, if everybody invented a new vocabulary for various details of the invisible clothes. Such a elaborate terminology to describe things that don't exist.
Or, another way of looking at it is that they seem to be completely insane.