On promotional language AKA hype & grant writing:
"A recent study showed that from 1985 to 2020, the use of promotional language steeply rose in accepted NIH grants (25). In 1985, there were approximately 6,000 promotional words per million words in funded NIH proposals. By 2020, that number had more than doubled to 13,000 promotional words per million words."
https://www.pnas.org/doi/10.1073/pnas.2320066121