I heard the word "marketecture" used in an interesting way today. Traditionally, its been used as a synonym for slideware but my friend, who's the CEO of a software applications company, used it in connection with situations where he goes on a sales call to a large company and they'll only accept his product if it meets their preconceived notions about architectural purity. He called J2EE his marketecture since his architectural decisions are being driven, in part, by what his customer want to hear.