The utilization of an expanded lexicon, replete with polysyllabic and sesquipedalian terminology, engenders an ostensibly enhanced verisimilitude and an amplified capacity for rhetorical suasion in the articulation of one's propositional assertions.
"Return on investment" isn't using uncommon words to try to be hard to interpret, it's a standard business term in English-speaking countries.
The fact that it seemed like its intention was to obfuscate is just a sign that you're not familiar with basic business terminology, nothing more.
(And there's no shame in that, nobody knows the common phrases in every area of society, if you've never taken any business classes nor been involved in running a business there's no reason you should know it - but that doesn't mean people who use those words are trying to hide what they mean.)
Edit: and unsurprisingly it's therefore also frequently seen on HN:
In case you're only accidentally missing the point and not just being an asshole: I would expect most people to have heard the term ROI before. I would not expect most people to understand the ways in which a bi-directional data path can turn into money. I definitely wouldn't expect most people to understand that it will involve compromising their privacy to spy on their viewing habits in a way that the last 100 years of broadcast television has no precedent for.
My apologies for failing to guess that when you complained they used too many fancy words to hide that the reason is to make more money, you actually weren't objecting to their use of a simple phrase acknowledging their goal of making more money and you were actually thinking about everything else they said rather than that.
