Tone policing is not really the best move here, especially considering all the hubbub is specifically around a medical term that seems to have been inserted as

Tone policing is not really the best move here, especially considering all the hubbub is specifically around a medical term that seems to have been inserted as a hook instead of as a meaningful signifier of the kinds of services the company purports to provide. If tone policing were appropriate anywhere it would be in the marketing lingo and copy of the company in question.