There is so much marketing around Watson and so little data. I feel like a broken record every time this comes up, but where are the peer-reviewed research papers with data showing Watson's superior utility in real world settings like hospitals?
Watson IS marketing. Always has been. It is a way to show off IBM's capabilities, in order to improve their brand and their bottom line. So now they are trying to monetize it as a product. If it has some academic interest, that is just an added bonus, but not its core purpose.
This is just business in the corporate world, and there is no expectation of peer-reviewed research when selling software products.
Basically, I feel like you're asking for peer-reviewed papers that show that Dropbox is a good way to share files. Nobody would write a paper about that. They would just try Dropbox.