Maybe! I get the impression there are definitely plenty of people have bought SOC2s the way they also buy pentests: "I'm spending $X0,000 today so I can close $X00,000 in sales tomorrow". Which of course, we as security people would say is spending a lot of money and getting nothing, and the business person says is a necessary expense and something to keep in mind when re-evaluating margins :) (But yes lots of companies also mistake SOC2 for a security audit of course!)