TL;DR - the word "digital" became a real catch-all in 2016 - everyone wants to digitalize their business, w/o understanding what it truly means: no wonder that it attracts all kinds of impostors, slyboots & other types of consultants ;P - all eager to sell you a "digital" pig in a poke ...
Good wording is priceless. Well chosen brand tagline or catchy
There's a common saying:
The truth will attend to itself.
Quite naive one, I'd say. Sadly, it sometimes doesn't work even in the world of IT (supposedly based on scientific & engineering fundamentals), especially near the boundaries between engineering & other disciplines where everyone considers himself an expert (or at least pretends to be one).
So, frankly speaking, bullshit is everywhere. Plenty of bullshit.