Yes! It's like they don't know we've been talking about epigenetics for more than 5 seconds and people are familiar with it. Even my mom has a passing familiarity and she is not a nerd of any persuasion. Except, they do of course know and this is grown adults still acting like they are adolescents trying to secure their in-group status with the cool kids. Boo to this buzzword marketing-speak becoming the norm in scientific circles.

Now if you'll excuse me, my back is aching.