CainIV - 6:34 am on Apr 16, 2012 (gmt 0)
Hyperlinks have been deprecated as a ranking factor, both internal and external. In their place a mention is all that is required to make a connection between your site and another and the connection is made stronger when social signals back that connection.
I don't see anything that would lead me to this conclusion Sgt Kickaxe.
My best hypothesis here would be that they handle anchor text differently depending on a wide range of other signals they are receiving, one being brand, another being social.