Inflation is when the purchasing power of the money we hold falls so with a given amount of currency we can buy less. Inflation and deflation of words is policed by regulators who demand research is based on fact and reason, not hyperbole. The slipperiness of certain words mitigates against their use in research. Analysts that use this word lay themselves open to an accusation of what the regulators call “exaggerated language. For further details, get in touch with Research Editors.