While there are technical differences with transforming the data within it's storage location/database, I've interacted with my former employer's board of direc

While there are technical differences with transforming the data within it's storage location/database, I've interacted with my former employer's board of directors enough to know there's a bigger, rather obnoxious reason for this: VC valuations in Silicon Valley for traditional "ETL" tools isn't great. The term "ETL" has baggage of Talend and other big enterprise tools that have an aura of "not being user friendly". "ELT" is intended to signal that a tool is trying really hard to not be like those sad, difficult to use, dirty "ETL" tools. That's the real reason. There really isn't an actual difference in how the tools work. Traditional ETL tools are perfectly capable of loading the data and initiating the transform in the database it's being stored in. This has been done for decades. I have been repeatedly lectured by senior strategy team executives about using the proper vernacular to ensure perception of value is maximized in the trendy, buzzword driven VC world. So fucking stupid.