I honestly don't see a problem with it in particular. Not anymore than with other titles in the industry. The title gives you a clue, but it's far from being a

I honestly don't see a problem with it in particular. Not anymore than with other titles in the industry. The title gives you a clue, but it's far from being a very specific way to find out in detail the skills/responsibilities of a given person, and because no one enforces what it means companies will use them for similar but significantly different purposes sometimes (and yeah, sometimes just to be 'cool'). It does not come as surprise to me at all that specially relatively new titles are vague.