The loose usage
In retail, alpha usually means a good month.
The word arrives from institutional finance, where it has a precise meaning — return in excess of a benchmark after adjusting for the risk taken to earn it. In retail usage that precision has been stripped away almost entirely, and 'alpha' now routinely describes any profitable outcome, a signal service, or a general sense of edge. The looseness is not harmless: a term that can absorb any positive result cannot be used to distinguish a good system from a lucky quarter, which is the only job the term was ever useful for. The looseness has a commercial function that should be acknowledged — a word that can absorb any positive result is extremely useful for selling things, which is a large part of why the precision was lost rather than merely forgotten.

