I've lived in Sweden, it's real

Yes, it is literally a place, I wasn't saying it wasn't. The fiction is that this is pure PR fluff of what is actually going on, a human/dev team is prodding this thing in ways to "manage" the employees. This was pointed out in their last PR stunt:

https://news.ycombinator.com/item?id=47794391

So yes, it is a type of fiction. They also have every incentive to hype this up, given what their company does. I really wish people had more skepticism and critical thought with these things, it isn't actually good at all for the AI space and its future success.