They will use any word that suggests "change" but will steer clear of ever using word to describe the changes.

i.e. Adjust, amend, modify, vary, transform, enhancement, improvement.

It will always sound like it will be better than it is... like when SNL used have "subliminal man" do the news.

"Continental Airlines announced a major [minor] improvement to their Award Winning FF program [if you care to pay $2,000 per ticket]."