Very true. In the life sciences it was 'biotechnology' in 2000, 'nano-technology' in 2005, and now it is 'synthetic biology'; but they're all the same and have changed names to get the funding.
The people that write the proposals are going to try to maximize their chances, think of it as marketing.
Nano-technology was terribly oversold so it lost it's glamor, but the concept is real, synthetic biology is real as a concept and only just now beginning to make some headway, eventually, long after it has lost it's glamor too it will be a mainstay of industry.
Just like the humble transistor is no longer glamorous, it's 'just' technology now. But in 1947 it was a miracle.
Buzzwords ideally should lose their power because the tech behind them becomes commonplace, when they're oversold we have a problem (looking at you, AI).