Have you noticed how when a word becomes trendy and overused, it not only loses its original meaning but can often become perverted to mean the opposite?

A political party with the word "one" in its name is usually more about division and exclusion than unity.
A group with "family" in its name is usually more concerned with diminishing and restricting family values than sharing it with as many people as possible.

The same effect is seen in marketing/advertising-speak too.

Many many years ago, the word "quality" was ubiquitous regardless of actual reality.
More recently, almost every other business was an "expert" selling "solutions."
Currently, just about every business is "innovative."