Back To The Future?

Until recently, I thought that a 'hood was that fabric attached to the neck of a sweatshirt.  Then, the oldest grandchild, a Florida State freshman, introduced me to a whole 'nother vocabulary.

With that in mind, we might ask, "What up, UPS?"  We love logistics?  This from a company with a supply chain organization approximately the population of Wyoming?

We spent many years - and countless tears - redefining and rebadging our professional organization as the Council of Supply Chain Management Professionals, leaving behind the limiting, outdated, and incomplete terminology of logistics, as in the Council of Logistics Management.

I'm baffled.  It's more or less okay for Fox Sports to use images of warehousing, rack, conveyors, and a delivery truck door to introduce NFL football on Sundays.  I'm guessing that they think we get it - and they don't actually say "logistics."  But, "we love logistics?"

Some have encouraged me not to worry; the ads are B2B-directed.  Of so, why are they shown in so many B2C venues?

In simplistic terms - my specialty - we can communicate with outsiders when we say "supply chain."  People can visualize a chain (even if it's a value chain or a demand chain).  But, who can visualize a logistic?"  Is it animal, vegetable, or mineral?  Does a logistic make a good family pet?  Can we imagine how logistics adds value, even when UPS says it does?

Am I tilting at windmills?  Are we returning to the past?  Has UPS really muddied the waters?  Is this move accidental or deliberate?  If deliberate, what's the point?

What's your take?