> Consulting companies and CEOs try to one-up each other, perhaps unconsciously, who can come up with and then own the coolest new term. This is an interesting

> Consulting companies and CEOs try to one-up each other, perhaps unconsciously, who can come up with and then own the coolest new term. This is an interesting example of a euphemistic treadmill. Corporate-speak has to change because each cool new term (e.g. downsizing) eventually gets poisoned by what it actually describes. For a dysphemistic treadmill: "bleeding edge" was originally satire about the pain of being "past the cutting edge", but it gets used sincerely to describe new projects and even advertise startups. At this point it's so unremarkable that Programming Sucks had to use "hemorrhaging edge" to get the same effect.