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The last sentence of the second paragraph literally reads, "The organization at the center of one of the industry’s most epic feuds and divorces is cloaked in secrecy ... which is, by design, the central value proposition of the entire family-office industry."

They do mention part way through the article how much of a stretch the term has become

> Admittedly, the variance between these entities shows how the term “family office” has lost some meaning.

I laughed at the "family office business" being a "6 trillion dollar industry."

The term "family office" is about as descriptive of a company's line of business as "trust" or "llc."

Not really. There are definitely a few categories you can roughly group family offices into but they’re still generally the same thing.

If you say “family office” to someone in finance, everyone knows exactly what you mean.