It's a sort of unofficial trade association where they coalesce on specific redefinitions of terms to meet their sales and PR efforts. First they came for "intelligence," then "open source," then "reason," and it will continue. Any word which the PR wants but they can't achieve gets redefined -- "grok" is a perfect example, since in the original sci-fi book it meant "total understanding." The mythological Triton ruled the deeps, so the "deep learning" sales copy immediately co-opted it.