Does Steve Jobs have a curly mustache and monocle I don't know about?
And so yes, if anyone else does dare try the "we have cool testing facilities" move, they'll be patently copying Apple's marketing — not that this hasn't happened before.
The only other companies I've seen try to spotlight their facilities as being really cool and beneficial to customers have been car companies with their automated assembly lines and Intel. It doesn't work in a lot of circumstances, but there is definitely a huge cultural significance in the amazement at technology (or if you're not amazed, it's just nerd porn).
... So yes, I don't think that's a ridiculous word to use.