True. Reminds me of the time stackoverflow had hired someone for "developer relations". I think the title was "VP", and the recruit was described as "a veteran story-teller". Now having a VP send emails to developers is already a bit of stretch, and why you'd need someone at the level of Hans Christian Andersen to do so is anybody's guess, but the press release started: "We're beyond excited to ...". Was the CEO really yapping around the office, drooling from the mouth, barely controlling his bladder out of joy over this new hire? So yes, hyperbole just seems not to cut it any longer, and the answer is going into overdrive.
Exaggeration, trying too hard to sound smart, and ugly euphemism are all hallmarks of business language. That's why it's so gross when it leaks into real life.
