The industry is full of buzzwords, hype, and snakeoil, alas. ECA is one example, and I'd argue that the EDRM is another. The EDRM was good a few years ago but hasn't really evolved to reflect current, and developing practices.
ECA describes a part of the process that was hard to do in the early days because the tools didn't support the faster iteration upfront. As people realized the value of that iteration, the tools improved and the term gained power and marketing presence.
ECA describes a part of the process that was hard to do in the early days because the tools didn't support the faster iteration upfront. As people realized the value of that iteration, the tools improved and the term gained power and marketing presence.
In other words, I agree with you.