Joke taken, but in all honestly that’s really more about saying “hey this <brand|product|org> is not American”. Canada struggles to build our own culture in the shadow of this overwhelming behemoth down in the basement there, so the maple leaf is a little tug at the heartstrings to that effect. It’s often cynical marketing, of course, but it’s also just kinda nice to have our own thing, even if only a little. 
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