Of course, most companies say you must now be "obsessed" with customers, or quality, or some such things.
Language control in this respect seems a bit easier to understand with the phrase that became very popular for companies to try and model Apples consumers during the iPod revolution (at least how I remember it while studying a bit of Industrial psychology and Marketing / Cognitive Neuromarketing (that fad died out thankfully))
I'm sure its been around for a while, but its been more "we need brand evangelist fanatic zealots" for the last 10-20 years.
"Obsessed, evangelist, brand fanatic, turn your customers into zealots," etc is also used heavily in internal company "values."
*Guy Kawasaki at least helped promote the idea for other companies after he left Apple: https://hbr.org/2015/05/the-art-of-evangelism
...I do feel a bit bad amount mentioning it, because it's pretty tangential to what the article is actually about. That said: Changes in meanings of words often go hand-in-hand with broad-based changes in the way people think about something, and it's useful to reflect on whether or not one wants to go along with that thinking.
There is even a bit of a clichee anyway around sciency-engineeringy folk falling within the "obsessive" range of the personality spectrum in the very original sense of the word where it might be something that a psychotherapist might work on to try and rectify. So when I see it in this particular sphere being attached to a positive value judgment and even with slightly prescriptivist overtones, then it's something that to me really "pops" and it's been happening to me more and more lately.
You'll never get passed the Customer Obsession LP