[quote]recent[/quote] [quote]Buzz word[/quote] [quote]seven years[/quote] You can't be all 3. 7 years isn't recent for a word and something can't be a buzz word for 7 years. It's just a word that has garnered popularity because it's a good word. What better word is there to describe a customer? Words like "consume" can't even be buzz words. It elicits no emotion or reaction. It's just a common word used in the marketing and business industry, not to money off of people, but instead because it's one of the first words you learn when you go into that business.