Not entirely Janne.
Yes, it is used as a marketing thing...same as people labelling gear as "bushcraft". Or "ultra lite".
I have seen almost exactly this same question, for the term "bushcraft" posted on other forums...and the response (rather narrowly I think), is that its just a marketing ploy.
Lots of words are used to market things, that does not mean that all things so labelled are junk. Spyderco put a couple of those words together, for marketing, but the product was still pretty good anyway.
In many cases it does serve to group gear into recognisable families. As in all such families, some gear is the real deal and has been well designed and made, and some is just trading off the image.
As an example, Helikon make a lot of clothing that is labelled "tactical". A lot is actually pretty good for outdoor use. I am fond of their UTPs (Urban Tactical Pants). I like the fit and the pockets. What makes them different from other trousers with pockets, such as those by Craghopper, Rohan, or Fjallraven, or the issue ACU/BDU/etc uniform trousers? Just my opinion here, but front waist band pockets that are designed for pistol magazines, rear pockets that can take AR magazines, sub pockets sized for twin-cell 123A type flash lights or leatherman tools, front pockets reinforced for clip carry knives, and internal knee pad pockets, not just knee reinforcing.
Tactical torches are often designed with features to allow them to be handled in conjunction with a pistol, and their light throw pattern is suited for shooting. That is where Surefire came from originally.
Why do you ask, Paul?
ATB
Chris