I think part of the issue with Zero Trust (ZT) is that it's been applied too broadly in too many contexts. For example, a number of cloud services advertise as

I think part of the issue with Zero Trust (ZT) is that it's been applied too broadly in too many contexts. For example, a number of cloud services advertise as ZT, but they probably would actually prefer the nomenclature Zero Knowledge. But of course zero knowledge is being namesquatted (ha!) by an actual cryptography concept, so people who know the difference rightly objected to companies co-opting it. Now a bunch non-cloud offering also want to get on the ZT bandwagon, which just further dilutes and muddies the meaning of the term. Since there's no actual standard defining ZT, it becomes just about as meaningful a descriptor as Best Practices and Military-Grade Encryption.