So... I think a lot this is two problems, not one. One is definitely climbing the transaction ladder to the point of no oxygen, Astronaut Architecture. But, I

So... I think a lot this is two problems, not one. One is definitely climbing the transaction ladder to the point of no oxygen, Astronaut Architecture. But, I don't think that alone explains the amount of bombastic, heroic, utopian, grandiloquence of those Astronaut Architecture quotes. People describing their jobs, their companies, ideas and such seem draw to grandiose & abstract nonsense. "Solutions-talk." Walk around a lot of business-ey trade shows and read plaques. 90% of the time, it is impossible to know what they do, who they do it for, why. They all do "business, people, and technology solutions." Even if you stop with questions, the first answer is always hopelessly abstract. It takes a lot of digging to eventually find out they do custom spreadsheets for dentists. Meaningful statements are limiting. Who wants to limit themselves? Also, it works. Saying something specific enough to be meaningful opens you to criticism, being eliminated by process of elimination, etc. Architecture Astronautary feeds comfortably into sales, marketing, investor relations, recruitment. It's acceptable in boardrooms, AGMs, job descriptions. Media is happy to report on it. Obscurity by abstraction works.