Just guessing, but I think people got so saturated with "Pro" and "Premium" that it started to leave that slimy feeling you get from "Luxury" and other pseudo-fancy marketing terms.

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Well, it kinda started in 1994...

https://en.wikipedia.org/wiki/Microsoft_Plus!

I imagine the process goes something like "I need a new name but don't want to think of one. I know!"

We used to call things "Pro," but that got old, so we use "Plus" now.

Google Plus aka Google+ is "ancient history" so we can pretend that never happened and start using "Plus" as a suffix to products again.

What about "go".

Amazon go. Facebook go. Android go, etc etc

because of letter grades: A vs A+

Orwell.