Sometimes words have an air of trendiness to them. When they do, people start using them in a context beyond their original meaning, just to catch on to that trendiness. At that point either the word loses its meaning or a new word will come up to replace it.
Todays example: “hyperlocal” This article in the Boston Globe: Spilling the beans on McDonald’s coffee campaign describes their ad campaign as hyperlocal. Most definitions of hyperlocal that I’ve heard describe sites like Everyblock.com or Boston.com’s latest revamp of the Your Town feature. Basically the kind of stuff that Adam Gaffin has been doing in UniversalHub before there was a term to describe it. The McDonald’s ad is aimed at all of New England. How can that be considered hyperlocal?