This whole post is a good illustration to how math is much more creative and flexible than we are lead to believe in school.
The whole concept of “manifolds” is basically that you can take something like a globe, and make atlases out of it. You could look at each map of your town and say that it’s wrong since it shouldn’t be flat. Maps are really useful, though, so why not use math on maps, even if they are “wrong”? Traveling 3 km east and 4 km north will put you 5 km from where you started, even if those aren’t straight lines in a 3d sense.
One way to think about a line being “straight” is if it never has a “turn”. If you are walking in a field, and you don’t ever turn, you’d say you walked in a straight line. A ship following this path would never turn, and if you traced it’s path on an atlas, you would be drawing a straight line on map after map.
That lance Hedrick video had a lot of good relevant info.
I’ll add that the definition of “light” changes as much as the definition of women’s pants sizes do. Its essentially “vanity sizing”, but for flavor. Most consumers, at the end of the day, want their coffee to taste exactly how they are used to, but they paradoxically also want to be having something “different” or “unique”. It’s why Hawaii is full of roasters selling $70 bags of coffee that taste the same as $8 grocery store bags.
Roasters have to weigh whether to give accurate info that will appeal to us nerds, or whether to aim for the general populace. There are probably many roasters who legitimately don’t know better, but I’d reckon many roasters are just making the economical choice.