While there isn't anything wrong with the phrases, the DMCB's point is that when it spills into the public space, the overinterpretation doesn't inspire much confidence. Better to leave that kind of terminology in the corporate planning suites, along with all those other unpleasant terms like "primary care loss leader," and "market competitive CEO compensation."
How about telling the DMCB that the airline is working to "upgrade" its "flying experience" with improvements in the "cabin design?" Or that "persons" can now "count on" their "health care team" to be there "from start to finish?"
Image from Wikipedia