"It sounds so important. Everyone wants to be important."

There you have it in a nutshell. Literally.

But it's a fake importance and only fools the person who values the title. Everybody else knows she's a receptionist.

Those who treat everybody with respect, will treat her with respect whether she has a trumped-up title or not. Those who look down on receptionists, thinking they are of no importance, will only laugh inwardly at this person's pride in her title.

These types of titles also serve to confuse people.

We have a supplier who's sales people are now called sales ambassadors. They get laughed at a lot.

And now, loads of retailers are calling their floor staff "associates" which is a misnomer since they are not associates, but employees since they have absolutely no real status as associates.