Yup! One of the things I often tell executives in prioritization meetings is that "priority" is from "prior" meaning "comes before". If everything is a priority, nothing is a priority. So I force them to order things linearly.
It generally breaks their brains the first time, but they quickly adapt.
Every single time a business gets hacked because they neglected security for their whole existence they say "our customer's security is our number one priority". Then they completely ignore security again for the next few years until the next time they get hacked and they make security their number one priority for an hour.