OP is using the example of language to highlight a larger problem, not identifying it as a major problem in itself. That problem being aping US startups at the cost of an authentic, interesting local identity:

"To succeed UK tech companies must find the rich vein that defines the area that they are in or defines them as individuals. The thing that makes them interesting. It might be a genre, a technology, a specific problem that needs solving in their lives, a cultural phenomena (for ages SMSing was not popular in the US) or a style"