Its marketing for money but not for bitcoin. Bitcoin is not money it is only being seen as such because people dont realize it actually is much more powerful than traditional money.
Why and how does it help to hide the fact that bitcoin is being used? Is it ashaming? What happens if they find out bitcoin is being used and they actually need it to use that button?
You think banks and governments dont look behind the marketing campaign? Marketing is for unconscious sheeps why would we want these people to use bitcoin at all?