Lyza, Gemini and QlikView

I've seen a recent rash of comparisons between Lyzasoft's Lyza and Microsoft' Gemini project. For example, here, here, here , here and here .

It's an interesting twist to the usual way you market a product. Lyzasoft seems to want to cash in on the buzz Microsoft is creating for its (competing) product. This in turn is connected to the buzz surrounding QlikTech.