Similar to how some companies are intent on speaking about themselves and employees as "family," you may be having the same reaction from the word usage of "obs

Similar to how some companies are intent on speaking about themselves and employees as "family," you may be having the same reaction from the word usage of "obsessed." Of course, most companies say you must now be "obsessed" with customers, or quality, or some such things. Language control in this respect seems a bit easier to understand with the phrase that became very popular for companies to try and model Apples consumers during the iPod revolution (at least how I remember it while studying a bit of Industrial psychology and Marketing / Cognitive Neuromarketing (that fad died out thankfully)) I'm sure its been around for a while, but its been more "we need brand evangelist fanatic zealots" for the last 10-20 years. "Obsessed, evangelist, brand fanatic, turn your customers into zealots," etc is also used heavily in internal company "values." *Guy Kawasaki at least helped promote the idea for other companies after he left Apple: https://hbr.org/2015/05/the-art-of-evangelism https://hbr.org/2015/05/the-art-of-evangelism