I would say it is PR as much as it is a strategic differentiation. Their business model is too sell products and services directly to consumers. This is different from Microsoft who is selling to businesses who need data protection, but actually want to be able to monitor their employees and Google who wants to leverage your data / behavior to allow advertisers to effectively target you with ads.

None of the big companies expressly sell your information. Not because they are altruistic, but because it is an asset that they want to protect so they can rent to the next person.