“Amyloid Theory” on it. They can raise dividends or buy back tons of stock as those words become verboten! Colossal mistake for each and every one involved. Painful reminder. Yes, those words will be replaced with “autophagy” and “mitochondrial dysfunction” and “cellular homeostasis”, “protein misfolding”, “oxidative stress”, “precision medicine”, “biomarkers”.
Changing the language will go a long way towards changing the thinking. As you point out, more than a little overdue.