In this context double quotation marks have an even more specific name, scare quotes: https://en.wikipedia.org/wiki/Scare_quotes https://en.wikipedia.org/wiki/S

In this context double quotation marks have an even more specific name, scare quotes: https://en.wikipedia.org/wiki/Scare_quotes https://en.wikipedia.org/wiki/Scare_quotes I of course used them precisely for the sorts reasons you cite: outside of domains like sales, where there are concrete metrics, this sort of thing is necessarily a political exercise, one that has harmed many companies including Microsoft. However, if you read the referenced bigger discussion, you'll get some hints that maybe SpaceX can get away with this, essentially their employees believe they're on a mission, which is something I can understand. Although I still wonder about the viability of a super-high tech, literally rocket science, company with an average tenure of 1.5 years. Perhaps they'll end up losing one or more zillion dollar payloads due to this and then try to change their ways, but that can be extremely difficult once a company is driven at the micro level by internal politics instead of external success.