As you say, its deliberate.
Anything blue gets described as "Paraiba colour" or "Paraiba-like", anything Orange or Pink gets described as "Padparadscha colour" or "Padparadscha-like", and everything has to be associated with either 'Kashmir', 'Ceylon' or 'Burma'.
We've had 3+ years of god knows how many stones being called 'Jadeite' - from Maw-Sit-Sit, to Serpentine, to Quartzite.
Their latest favourite line is calling everything "Museum grade" or "this should be in a museum".
Oh, and Jess Foley has been describing things as being similar to that famous stone, 'Paraiba Jade'............ Absolutely.
Oh, and then there's the only that REALLY annoys me. "It has the same crystal structure as a Diamond" - deliberately implying that it must be as hard then.
In fact, even that is misleading because Diamonds are hard in terms of nothing being able to scratch them - but they're actually quite brittle. Hit it with something hard, and it'll smash into dust.
I'm sure people think that because Diamonds are classed as being 'the hardest material', they're unbreakable. In reality, they're very brittle.