The goal of these words is to minimize the negative associations, or maximize the positive ones. A lot of corporate lingo is aimed at this. It's a trend that won't die (pardon, "won't un-live") because it's unreasonably effective at obscuring an otherwise bad situation.

Either it leaves a better or less worse opinion of what was said compared to normal language, or it makes everything so unclear that the listener has no hopes of understanding the real, desolate, message.