"Quality" as language

Looking at the IAS blog and other online material about "Safety" I am more convinced that a lot of what academics write about quality is just about the word, not any sort of practice. As memory serves the book "Making Quality Critical" starts off with the claim that the word "quality" has no meaning. So maybe the rest of the book is just about how it is used anyway. If the project is to write about neo-liberal rhetoric it matters not what the instance is.