I call it "biz dev jargon". The corporate hierarchy trains you to speak this way. The people at the top of the org chart have no clue what "we need a REST API for our Hadoop cluster " means or why they should even care, and if you do speak that way to them then they'll nod kindly at you then ask you to surrender your red stapler. You instead have to say "We're providing the customer with automated control over their own data processing." If you don't speak biz dev then the business owners don't understand you.