A more pervasive example: words like 'literally', 'really', 'incredible'. They tried to say "no, this is not hype or BS". 'Literally' is the latest to fall off the treadmill, and I wonder what's going to replace it.
Actually, the hyperbolic literally has been used for centuries. It's just a more common convention now.
Excuse my pedantry.
All right, I'll cop to hyping the degree to which the erosion of 'literally' is recent! We humans totally love our hyperbole. (But the process is not so far along as for 'really' and 'incredible'.)