Changing vocabulary

And on the subject of the re-branding of ideas, I have a comment on the changing business vocabulary. I recently heard a business that was undergoing re-organisation (or was it downsizing or downshifting or …) refer to as re-alignment. However, I couldn’t understand what the new organisation was being re-aligned with, so I took it as just another term to avoid using something which has negative connotations. The unpalatable is still unpalatable even if the vocabulary is different.