By definition a company can't "build a real community", only the residents can do that. I love the timing of this piece though.
I always thought this project, S. Lake Union (Amazon), Toronto Waterfront (Google), Diridon Station San Jose (Google) was these large companies' response to no private developer or gov't entity building a city they thought was needed... in other words it's just a normal city built by a large company. It's not too different than one of these crappy master planned communities where I live like http://stonegatereno.com/ or http://damonteranch.com/ .