Buzzwords are vague/ambiguous. They're intended to lack any precise meaning. Marketers, salesmen, and (some) customers/shareholders love buzzwords. Why? Becaus

Buzzwords are vague/ambiguous. They're intended to lack any precise meaning. Marketers, salesmen, and (some) customers/shareholders love buzzwords. Why? Because buzzwords allow room for one's imagination to fill in the meaning. This in turn, allows appeal to a broad group of people, as people will fill in the missing blanks using their personal (but different) imaginations. Thus buzzwords, can help mass sell an idea or product (or ease the worries of disparate shareholders). For a stupid example: A new buzzword is in town. Susan think it might be a sort of flower, Bryan thinks it's a dragon. Bryan likes dragons, Susan likes flowers, so they both buy into the idea. Had the new idea been clearly communicated as a bag of sand, neither Susan or Bryan would have bought into the idea.