For me, it's using "ask" as a noun. As in "What is the ask here?"
I work with white-collar executives that seem to have the vocabulary of 4-yearolds. What is the NEED here? What is the REQUIREMENT here? What is the GOAL here?
It's certainly not cutesy-speak coming from an overweight middle-aged bully in a $5000 suit.
Then again, I have issues with being seriously under-educated in my field, and got this far partially by having a vocabulary that hides my deficiency. Maybe I'm just over-sensitive.