Etym.coined as 'ever-evolving' in marketing parlance circa 2014, adopted by growth teams to imply continual improvement without commitment; first recorded in Scaling Playbook, 2014.

A noncommittal adjectival phrase deployed to postpone precise specifications and measurable deadlines by promising indefinite future change.

'Our product roadmap is ever-evolving to meet customer needs,' - Q4 Town Hall Transcript

Etym.from literal measures of combustion and fuel consumption in nineteenth-century steam engineering, later appropriated by venture finance discourse in the 1970s, see Harrington 1979.

A reported monthly cash outflow metric used to establish financing runway and to normalize or conceal poor unit economics.

'With current assumptions runway extends to eighteen months,' - Q3 Board Deck, slide 12