Agreed. After reading several paragraphs about how speed as the only toggle was a brilliant feature, I started wondering, "Wait a minute. Am I reading reporting or an aggressive attempt at framing the lack of features by a PR team?"
Am I the only one bothered by the misuse of the term Native Advertising. Why not use advertorial, which is more accurate and descriptive.
Yes, an advertorial is a type of native ad...but paid search ads are also native ads.
Turning atomic consumption units into an ad units (actual definition of native ads) is good for users. It creates a seamless experience and puts the onus on advertisers to engage authentically in a native way. It encourages content creation and doesn't interrupt our lives.
Yes, advertorials have a foul taste about them and seem more manipulative than anything else...but its time we stop bashing native ads, advertorials are a very small piece of the native ad world.
This article seems like an exclusive that Wired got, probably been in the works for ages and timed for the release date.
Fine line between this kind of thing and just letting the company write the article themselves (aka "native advertising".)