yes, "proprietary" as like in "secret sauce"
but if its not rdna2 amd tech, then its not under amd NDA.
So why doesn't sony speak more about it?
I have to say that this guy is a true sony warrior, I remember him from attacking dust golem.
Here, not only he does not address the reasonable points about amd h/w made in the article, but he also gives advice on how to handle such information:
"Refocus those conversations by asking what games they’re playing/excited about"
Do not address the points, just refocus the conversation man! 
Do you have spiderman? Do you?