Where is the bar for disruption? The timeline they give is "years if not decades" which to me says the bar is really high. But there is such a thing as local disruption which can be a good thing and the bar for that is lower than Earth shattering disruption.

While I agree we should stop using this in marketing copy, I think they are useful to use as aspirational internal goals.

They give software engineers, designers, and product owners something to aspire to. Which is a good thing.