How the 'strategy' and 'innovation' fad is changing not only job titles but also book names

Nobody that is trying to sell cutting-edge knowledge and expertise (like independent consultants), wants to be perceived as 'yesterday'. So, when a fad is as hot as the current Innovation, Design Strategy, <insert the latest combo of words of your choice here> fad, it is inevitable that people will position their 'knowledge artifacts' to benefit the most from consumers' eagerness to jump into anything that bears these magical keywords.

Last example, Indi Young's new book:
Originally, as it is described in Adaptive Path's page, her book was titled "Alignment Diagrams: Product Design for Real-life Activities"
New name? You guessed it right: "Mental Models. Aligning design strategy with human behavior"

Obviously she is not the first one to do so. Don Norman already did it with when 'redesigned' the title of "The Psychology of everyday things"