Farrow & Ball go further by just calling their salmon paint colour “Dead Salmon”.

Agreed, the flip side is allowing something ending to be sad too. Not everything needs a positive spin.

This just reads to me like a classic step of linguistic evolution, where people can’t be bothered to caveat the normal word with a deeper meaning (eg “my business ultimately ended, but it was the right call and it was always be a great time in my life…” etc) and so think a new word is necessary, until inevitably the same thing happens, ad naseum.