I didn't know that. I first read it here, in HN (not an English speaker) in two senses: "lifestyle business" and as a synonim for something a little less strong

I didn't know that. I first read it here, in HN (not an English speaker) in two senses: "lifestyle business" and as a synonim for something a little less strong than "vice" or "crime": drinking, overeating, "soft" drugs, workaholism... The funny thing is that it seems to conflate the same slight deviation from the average in the good direction: exercise, healthy food...