They can dilute the term to whatever they want. I think when the pressure to release becomes too high, they can just stick a patch of "Superintelligence™" on their latest LLM and release it.
Are these ppl merely gullible or coconspirators in the scam ?
If you check the 2024 YC batch, you'll notice pretty much every single one of them mentions AI in some form or another. I guarantee you the large majority of them are just looking to be bought out by some megacorp, because it's free money right now.