Pretty much. There is always a trend and those trends make you money of you leverage them. It's a way to exploit the need to belong.

You see that a lot with people who are new to management. Their whole language suddenly changes.

That, plus a layer of "everyone knows the shitty thing I mean when I say this, time to update". Hence "firing" becomes "downsizing" becomes "rightsizing".

Except that these are individuals who have a lot of power and what they do and what they say affect a lot of people. So it is kind of more interesting to study.