Exactly. Because that focuses on that it is a (subjective) human trait in the observer rather than an objective "fact" that something has "human-like" abilities. Calling my computer "stupid" is an example of anthropomorphism. For this particular topic I guess an interesting point is whether a designer put qualities in place that encourage the user to endow human-like qualities to the artifact or service, or if the anthropomorphism happens anyway. (Like a kid picking up a rock and pretends it can talk :)