Understanding

I come across this situation a lot in the industry I work in (software et al), people (particularly sales and marketing people) get really confused between the acts of "hearing" and "understanding" things. Quite often the same "words" are interpreted to mean a dozen different things (usually a hyper-inflated versions of reality) depending upon a delusion or parochial bias of the listener. I suppose this same phenomenon is also true in other areas, but in industries where technology and rapid change are commonplace then it seems to get amplified. I suppose it's a case of people not wanting to admit ignorance and filling spaces in their knowledge with "made-up-stuff". We even have an industry word for it "hype-cycle", it's where real understanding is very thin on the ground and words tend to have very little meaning. I suppose it's like believing in a God or supporting Trump, people can't rationally explain why or provide concrete evidence for their claims, but they'd just really "like" it to be true.