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Inside their comment, I think there is a point that's pretty interesting: New buzzwords will be formed because there are a lot of shops that simply won't do something the way that IBM or (Microsoft for that matter) does. In other words, there are a lot of shops where if the conversation contains "...the way Microsoft organizes" or "...the way IBM plans their projects" it will immediately be a no-go, but if you call the same process "underscore projecting" and say a lot of startups use it, it will be considered.