Their approach is wrong. Blanket statements are never a good way to approach sensitive issues.
Burly Bob isn't going to respond well to fluffy terms, it's disrespectful and patronizing. Silly Suzy isn't going to respond well to being called fat and obese, it's disrespectful and mean. Literal Larry isn't going to respond well to a professional mincing words to spare his feelings, it's disrespectful and demeaning to oneself.
Staying in the stupid lane and simply reversing direction says a lot about the people in charge over there.