Fluff

Fluff is superficial restatement of the obvious combined with a generous sprinkling of buzzwords. Fluff masquerades as expertise, thought, and analysis… A hallmark of true expertise and insight is making a complex subject understandable. A hallmark of mediocrity and bad strategy is unnecessary complexity - a flurry of fluff masking an absence of substance
— Richard Rumelt, "Good Strategy, Bad Strategy"