Why is “even more,” “even better,” “even ” repeated so often in Apple events?

I googled it and they define it like "flat and smooth. 'prepare the site, then lay an even bed of mortar' Similar: flat smooth uniform unbroken undamaged" those synonym words are clearly how apple wants to brand its products

The OP starts their question like "It’s so simple, and consistent" which is also weirdly like the definition of that word, like they themselves got neurolinguistically programmed by it.