Monkeys, banana plantation
Remember when the marketing types started trying to use technical jargon to go with their Powerbooks? "Interface" for "meet" was one example.
Now, because real technology is fashionable in some places - SF, Cambridge, - they are trying to adopt the entire sector as their word of choice. I'm not some marketing drone who writes reports on sales by region, I'm a tech worker.
The problem comes (and accelerated my own retirement) when these people decide that, because they know a few buzzwords, they are qualified to make technical decisions. And indeed spend money intended for technology investment on...vague social media websites.