I really think the comparison with politicians is (probably unintentionally) disingenuous. The thing that would make reframing an argument in different terms dishonest is (a) when it is done without telling you- politicians don't say, look we don't like such and such term, we're going to call it this instead and (b) when the terms that it is reframed in have undue intrinsic positive or negative value.

When Steve did it, he clearly stated what he was doing and justified reframing the argument in that way. In that case, reframing a debate using more appropriate terms to really approach the core of what is different is an honest tactic that is often necessary to really compare two things objectively.

Secondly, the terms fragmented vs. integrated appear to have less intrinsic value than open (good) and closed (bad).

As such, you can argue with which is the most relevant framework to compare the two systems (and actually, this is going to be different for different user groups- manufacturers care about different things than developers, or end users), but I don't like the implicit characterization of his reframing the argument as somehow dishonest. That seems close-minded.