I got a theory on what's going on with the NSFE

I suspect that you may be thinking of SEAmod’s NSFE reply to our friend Rob’s recent rather-pointed query on this subject over there, linked here:

I will leave it to the gentle reader to discern the likeliest reason behind the decision to rebrand the AHT (‘Amazonese’ for Account Health Team") SMEs - “Subject Matter Experts” - as Community ‘Associates.’