Managers rebrand because their bosses and non-technical people start ignoring a term once it's used long enough, so we have to market it in another way. There'

Managers rebrand because their bosses and non-technical people start ignoring a term once it's used long enough, so we have to market it in another way. There's also a distinction between "we made intentional decisions that we need to fix up now" and "We (or people before us) made unintentional decisions and it is in such a bad state that it endangers the health of the business."