While the comments pertain specifically to the pharmaceutical players they are also appropriate generally to business.
For as long as I've been in practice, and that's been awhile (going on 50 yrs),companies and management have had a propensity for cliches and trendy ideas. For anyone whose been around a while we all know what they are. Like bottom line, critical mass,6 sigma, Malcom Baldridge,etc. They become mindless.
But generally our society is guilty of the same tendencies. People like to change semantics thinking that if they do the true meaning will be changed as well. Like trash man and sanitation engineer. For those liking associated humor you may remember George Carlin's routines that made light of such.
So nothing really new here, maybe just who is saying it.