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one thing AI marketing got right is that "frontier models" sounds a lot cooler than "beta software", even though they mean the same thing

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Well it's true it makes *some* folks think about Star Trek but honestly it has always vibe'd more like Oregon Trail to me.

The rebrand works because it borrows a frontier's connotation of risk without the obligation to warn anyone. In-house teams can use the same lesson in reverse: name the limits plainly in the brief, and the output stops reading like a demo and starts reading like your brand.