'The art of..' is this the trend now?

Lately, I've seen these statements so many times on the internet:

Writing: the art of literature
Marketing: the art of selling
Branding: the art of story-telling
Architecture: the art of living space

Just wait until someone says Math-the art of calculation or Physics-the art of laws of nature.

I was often amused, but sometimes annoyed. Do those people using these words actually see the artsy aspect of each field or do they just use the words for the sake of following the trend?

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