When high quality effort is applied to a tool, such as AES or the linux kernel, we intuit that it "hardens" the tool. That is, it makes the tool more correct, more resilient, less assailable, etc. Similarly, when effort is applied to an open problem, such as the Riemann hypothesis or P v NP, without progress, it "hardens" the problem: it makes the problem feel more daunting to whoever takes a stab at it next. Andrew…
Business folks riding the hype train? Maybe.