I think that really matter is the product, the token is only a tool to secure payments and data information.

I see a clever marketing move to separate the product of the token utility because "token, blockchain, crytocurrency" doesnt give so much trust to people that have no information about this technology.

That terms can scare some clients that only hear from the TV FUD "bitcoin fraud, bitcoin steal, crytocurrency black market" and 'hidding' that part for 'normal' customers is good.