It could well be - it's gained prominence in my company over the last 2 months, but I'd never heard of it before that. I actually googled it in a meeting with sales people, assuming it was a term native to the ad industry, and I laughed out loud when I read what it stood for. If it's been a common industry term for a few years, then maybe I'm at the "Late Majority" or "Laggards" part of the curve - though I suspect we're a little earlier than that.

It reminds me strongly of MVP - people that "get it" love it (I'm among them), and it changes the way that they think of things. However, it's buzz-word-y, and alienates those who don't. My point isn't that KPIs are a bad thing (or even a bad term), but there's an important subset of people who stop listening when you say it.