When they launched github.io, they said it was for user-generated content, and official stuff will be on github.com. Seemingly that's changed/they forgot, but users seems to have remembered. Microsoft isn't famous for their consistency, so not unexpected exactly.
I’m pretty sure they have used it before, or maybe it was githubnext. I’m also pretty sure I have seen many large companies and organizations launch developer facing tools and stuff through GitHub pages. The structure of GitHub pages is pretty simple. You know the user/org from the domain. I’m still not sure what’s phishy about it. Is it a broken promise?