OpenAI's branding isn't exactly screaming in your face either, but for something that's generated as much public fear/scaremongering/outrage as LLMs have over the last couple of years, Anthropic's presentation has a much "cosier" veneer to my eyes.
This isn't the Skynet Terminator wipe-us-all-out AI, it's the adorable grandpa with a bag of werthers wipe-us-all-out AI, and that means it's going to be OK.