As a car manufacturer how do you express that your vehicles have the latest and greatest cutting-edge technology? Use the buzzwords.

That's what Mercedes-Benz seems to be doing in its latest round of advertising (see video here) for mbrace2, an in-car computer system. It comes with apps allowing drivers to check news, sports, weather and traffic, and update their social media status, while having the ability to download new apps as Mercedes custom builds them, all from "the cloud." But is this really a cloud service? Analysts say that doesn't really matter.

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