I mean you could swap terms for "telemetry" or "monitoring" (or a dozen others) without changing the meaning of the piece.
A piece like this is not designed to inform. It's "me too!" marketing expressly designed to confuse users looking for observability into buying their shit instead.
If I were god I would sentence them to twenty years of purgatory, debugging microservices with only a rusty spoon and their own shit tools.