It seems to be a confusing comparison to Big Oil or Big Pharma etc. In other words, it's a buzzphrase coined by people who appreciate catchiness over actual me

It seems to be a confusing comparison to Big Oil or Big Pharma etc. In other words, it's a buzzphrase coined by people who appreciate catchiness over actual meaning: the people who are a few layers removed from making important decisions and have little else to do but talk incessantly about an obvious trend.