Not just by companies. We see this from enthusiastic consumers as well, on this very forum. Or it might just be astroturfing, it's hard to tell.
The mantra is that in order to extract value from LLMs, the user must have a certain level of knowledge and skill of how to use them. "Prompt engineering", now reframed as "context engineering", has become this practice that separates anyone who feels these tools are wasting their time more than they're helping, and those who feel that it's making them many times more productive. The tools themselves are never the issue. Clearly it's the user who lacks skill.
This narrative permeates blog posts and discussion forums. It was recently reinforced by a misinterpretation of a METR study.
To be clear: using any tool to its full potential does require a certain skill level. What I'm objecting to is the blanket statement that people who don't find LLMs to be a net benefit to their workflow lack the skills to do so. This is insulting to smart and capable engineers with many years of experience working with software. LLMs are not this alien technology that require a degree to use correctly. Understanding how they work, feeding them the right context, and being familiar with the related tools and concepts, does not require an engineering specialization. Anyone claiming it does is trying to sell you something; either LLMs themselves, or the idea that they're more capable than those criticizing this technology.
Compare the hype for commercial SaaS models to say Deepseek. I think there is an insane amount of astroturfing.
Formulaic, unspecific in results while making extraordinary claims, and always of a specific upbeat tenor.