The most valuable time of an exploit is not the time of discovery, but the time of resolution.
Sorry my reply came so late.
like "We need to control the optics of the situation"
"I flashed my cellphone but it failed and now it's bricked."
but the unsophisticated public gets it wrong and now here we are, every recent unpatched exploit is now 0day
It doesn't sound wrong to me, both "flash" and "brick" are correct in an appropriate context. It's not "updating the system" but "flashing" if the process uses some low-level recovery mode, and it would be "bricked" if can no longer be recovered by usual means.
I guess the definition varies, it was what I meant by "an appropriate context".
The difference is that the recovery is almost a full blown operating system. It can mount filesystems, has various shell utilities installed, and there's a user interface (through ADB and on-screen). This in contrast to fastboot which has noneof those things, and only allows you to flash/erase partitions with the help of a computer.
And for a number of years I only thought a zero-day defect was something that had existed since that version of DOS or Windows was issued, regardless of when or whether it was discovered, patched, exploited or not.
Eventually I got the idea that people just don't want to count back that far.