Very good point. I don't mind the phrase "going viral" because it explains an entirely new phenomenon for which no other phrase ever existed.
My concern is with those who co-opt a word or phrase only because it sounds more 'technical', fancy, detailed, or special than a previously used word or phrase for the same function. 'Curate' is a currently hot word for this. Formerly used, of course, only for art collections and similar, bars, paint stores, department stores, grocery stores, etc. now have "specially curated selections of the finest.....". It's a pretentious word that marketing types have discovered.
Just sayin'!