This verbiage has been used for years. When XOM formed the Russia company EVCIS back in the 90s they formed with a number of employees whom when it came time to rank that first year, averaged above the Gaussian 50%. Once ranked, the numbers were moved absolutely to fit a Gaussian curve, effectively dropping almost everyone. HOWEVER, during the feedback sessions, supervisors were coached to use specific language. Everyone was told they remained the same, moved up or dropped with respect to their peers. My supervisor, who was a friend after being pushed, admitted privately to me that I had dropped along with everyone else, but that they were coached to say what was RELATIVELY true to everyone. After 3 years in that company of remaining the same with respect to my peers, I was transferred back to Exploration and found that I had ABSOLUTELY dropped over 20%.