Is culture a bad word now?

I just caught this post from Mark Di Somma called “8 Keys To Transforming Brand Culture

The authors observe: “All too often, leaders see cultural initiatives as a last resort…By the time they get around to culture, they’re convinced that a comprehensive overhaul of the culture is the only way to overcome the company’s resistance to major change. Culture thus becomes an excuse and a diversion, rather than an accelerator and an energizer. But cultural intervention can and should be an early priority—a way to clarify what your company is capable of, even as you refine your strategy.”

I think we’ve gotten to the point that culture is almost something people don’t want to “hear” about – but experience in person.