Well, would you say that the pivot from a dating app to what YouTube is today is a joke? Is that just a refined product? Same for games turning into social networks or productivity tools.
It's not the action itself just the impreciseness of the label that I'm objecting to as I do think there is a difference between a video dating app that re-uses their underlying technology to become a general video hosting service (a refinement) vs say a Magic the Gathering collectors site that becomes a cryptocurrency exchange or a product company that just cancels their product and rebrands as a consultancy.