It's not just the word "breakthrough"
by testadicazzo (567430)

I'm glad to see article like this.

I actually do research in optical computing, but the problems aren't unique to that field. I'm always getting pressured to use words/phrases like "novel", "highly accurate", "unique", etc (basically just non quantitative positive adjectives) to make the titles of my talks or publications more sexy or provocative.

It's annoying becuase they are just noise words. If something is really unique, a breakthrough, etc, those adjectives will be applied to your product (research, idea technology, choose your noun here) by others. Your job as an engineer or scientist should be to report the facts on your (noun here) in an unbiased and neutral fashion, giving meaningful benchmark figures regarding what it allows you to do. It's okay to focus on the strengths, but provide quantitative data, not meaningless adjectives and buzzwords. Fortunately more and more journals are stating not to use such meaningless drivel in their guidelines.

In my research, whenever I see phrases like "good/excellent agreement with...", instead of "this shows a standard deviation of X%", I automatically assume someone is just putting a shine on lame results. This prejudice is pretty accurate, but of course not 100% so. I'd estimate 90% or so.

The problem of course is the overly strong influence marketing has on us. Richard Feynman had a pretty good rant about this stuff. We really need to start punishing people/institutions for insulting our intelligence with this noise. He was more concerned with advertising campaigns which insult our intelligence, but the same trend has broadened itself.

In the end, I think it's important we become more cognisant, thus more resistant, to transparent marketing techniques. When an institution is singing its own praises, be skeptical.

On a tangent, if someone tells you "this is a quantum leap in XXX!", reply "so you mean to say it's the smallest possible change you can make?"