The problem is the engineers are talking about an ISO layer 2 addressing scheme, and the marketing droids are talking about their usual random BS at ISO layer one zillion that has nothing to do with it, other than maybe they can sell something useless by product tieing to something useful.
It would be like discussing CIDR addressing math for ipv4 at a meeting and then some droid busting in, and in Disney Goofy character voice saying "hay guise, lets sell this as enabling itunes yuck yuck". Unfortunately that is literally how working as an engineer/dev is, although they never tell you that in school, other than maybe you read Dilbert cartoons and laugh because you think its exaggeration (LOL).
ipv6 has nothing technological to do with fridges or whatever marketing pipe dreams.
Also you wouldn't NAT your ipv6 fridge behind a firewall, you'd just use a stateful FW acting as a "network diode". Playing games with the address buys you precisely nothing. You already have a stateful FW in your NAT box so its not exactly new tech either. I'm sure the marketing people will be of great assistance in trying to redefine existing terms to confuse people and increase sales, so we probably will see firewalls at best buy claiming ipv6 NAT but delivering a stateful firewall and not doing NAT at all.
"Does anyone actually have a compelling reason to use IPv6 anywhere.?"
Check the stats for unallocated ipv4 addressing space and be unhappy. Oh, you'll be using ipv6 soon enough because you're not going to be using ipv4, that's for sure.
Of course the PHB solution is instead of ipv4 addrs being 0-255.0-255.0-255.0-255 why not switch to 0-999.0-999.0-999.0-999 and those folks are an absolute joy to deal with I assure you.