You see it as a buzzword 'cause you don't actually know what it means. There is nothing fun, interesting, or engaging about running from point A to point B and back to maximize damage on a target. Those things should come from the job itself and the encounter. If it doesn't make for good quest design, why would it make for good job design?

Casters and ranged have all kinds of things within their job to make them fun, interesting, and/or engaging on top whatever mechanics are being thrown at them as do tanks and healers while melee are shackled with something as unintuitive as positionals which is already a detriment in any solo and overworld content.