Nah, mostly marketing.

The only people that still buy into this are folks that never developed anything with WinUI, aka WinUI 3.0.

Since Windows 8, they messed up the development experience so bad, that they managed to turn many advocates like myself into vocal critics.

We avoid anything WinRT unless there is no way to do the same with Win32, classical COM (WinRT is an evolution of COM), or regular .NET (Forms/WPF).

And also post regularly about the actual state of the tooling unlike Microsoft's marketing posts.

Example, they keep mentioning about WinUI being supported in C++, but never mention how bad C++/WinRT dev experience has become, or that the framework is in maintenance, and has been superseded by WIL.