Microsoft and SCUBA?

After watching various MS webcasts and presentations recently I've noticed that there seems to be a few SCUBA metaphors creeping into the MS vernacular. Many of the Product Managers are referring to deep dives when going into technical detail. During presentations of some upcoming BI technologies often we hear about surfacing data for end user consumption.

I suppose I could try to make a bad joke about the risks of getting the bends as a result of a deep dive and then surfacing too close together, but that would just be silly.... :)