Addendum: It shouldn't be. People are doing this to make a name for themselves and they're doing it at the expense of the discipline.

And, as stated, people need to stop. It's not helping. I should also mention that building on what has already been done is one thing. Behaving as if the other thing(s) didn't exist is another.

It should also be noted that the only folks buying into the rebranded approaches and mindsets are the ones that didn't know the prior mindsets existed. That's a message in and of itself. Hence, "new ways" aren't the issue (and nobody has spoken against such). Plagiaristic approaches are unethical.

As I always say, trollish mindsets twist words. I welcome counterpoints, but not when they didn't digest and acknowledge what I've said. That's not genuine.