>they're trying to create that "System One" narrative

I think you answered your own question. Executives are going to ask two questions, 1) how is this different/why does it matter and 2) how will i use it to make money?

Leya came to market more than a year before Jev, and failed because nobody understood how to use it, and he was unable to market it properly. Jev used this strategy and did not fail.