I suspect it is a result of monkey-see, monkey-do but at some point in time some writers got too smart for their own good and started using phrases like:

Best of breed/best in class
Ground-breaking
User-friendly
Robust
Interoperable
Turnkey
Cutting edge

Honestly, who talks like this? Well, I did once while introducing Acuity Solutions as an event sponsor. A (thankfully) blunt friend of mine was kind enough to point it out. After I thought about the nonsense I had spewed, I hung my head and vowed to change my ways.

In The Gobbledygook Manifesto, David Meerman Scott calls for the madness to stop. I find it infuriating to read stuff that is written in this vain and now that I know better, it’s tough to write that way. Please call me on it if you ever catch me slipping.

I hope this takes ground somehow and changes (again) the way we write.