Remember PSA, Professional Services Automation? It was the latest in a series of service phrases that are quickly bandied about by acronym. It was a term that seemed to vanish just as quickly as it was dubbed the next great thing.

Technology spins out terms and acronyms at such a rapid rate that an important part of a trade editor’s job is acronym acquisition. It’s not only confusing—increasingly, it’s hard not to adopt the view that terms are not necessary. They are not concepts that we must master, they are products somebody wants the market to buy.

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