At The End Of The Day, Is Engagement A Buzzword?

Philip Tiongson at Organized Chaos says "engagement" should be added to the list of most overused words in the creative profession:

"Engagement" - Engagement, engagement, engagement - the holy grail of media planners. What exactly is it? What does it mean? Erwin Ephron has given us some thoughts about - but what do we do with it? Is it measurable? Is it observable? Is it real? Is it like Schrodinger's cat - half alive, half dead?

Can anyone anwser Philip?