Am I the only one who is bothered by the gradual shift of the expression "data model" from something actually meaning something to a vaguely defined buzzwordy i

Am I the only one who is bothered by the gradual shift of the expression "data model" from something actually meaning something to a vaguely defined buzzwordy idea which can be brandished to mean anything from "ontology" to "data flow diagram" to even less precise business like entity? It's eveywhere in my current company where the top management have somehow agreed that data is the future and like to talk about data products all the time but with an actual understanding of what it means, requires and entails with is close to nil. It's very lucrative for our suppliers however. It feels to me like some kind of repackaging of what the semantic web was promising with very little in term of actual novelty and no real solution to the problems encountered at the time. It's everywhere in this discussion "domain driven design". I saw a post this week about knowledge graph. Where is the push coming from? I'm missing some fundamental innovation somewhere which makes this more practical? In my experience, it always ends the same. It's a slow death by governence as business objects owners always end up lagging what's needed in the field, gateways and caches start popping up everywhere as your model doesn't fit what the software you are buying require, data quality becomes uneven in the IT system, costs creep up through duplication until someone higher up probably promoted while putting in place the mess decides it's time to decouple and simplify and get their next promotion by ending what they created.