Passion Is No Ordinary Word.
Last week, at the Free Agents screening, I heard a producer eulogising about how the show had been a great "job" with which to be involved. This week I heard someone praising an advertising campaign as great "work".
My reaction to both is the same as to those people who spoke of shifting "units" and marketing "product" when I worked in the entertainment industry. If you want customers to care about what you're selling, then think and speak about it in terms of something you care about.
If your language commoditises it, you're half the way to actually commoditising it.