It's calculated to resonate with her target audience, sure. It seems silly to dismiss that as cynical marketing. As long as you're not attempting to harm people or get them to act against their interests, choosing words that appeal to your audience is just good design.
I think she knows her audience and is very savvy in using these terms because as you say they "resonate". So, I think she's making the right business decision to use the terminology. I'm saying personally I'd use different terminology to qualify things to keep/not keep.
