In general, I want the people who make or run or manage something I care about to appear to be as emotionally engaged with the thing as I am.
I'm not that emotionally concerned about Tide, so they can call it "product" as far as I'm concerned.
While it helps, this engagement doesn't have to be 100% sincere. I'm sure Disney employees aren't (all) as jazzed about Disney* as the guests, but when everyone's doing their job right, the guests would never know.
Frequently corporate spokespeople don't show that sort of care for their charge, and it bugs me.
*Some totally are!