Word Inflation (percentage count)

Once upon a time, a football coach had a brilliant thought and said, "Now, lads, we're not beaten yet. I know you've given everything, a hundred per cent, but now I'm asking for just a little bit more. I know you've got it in you. Dig deep and give me that extra ten per cent and we can win this!" Wow, great new phrase and somehow so true. But good enough (satisfactory) just isn't good enough nowadays. Soon it was 120% and then coaches and players and Chancellors of the Exchequers, allegedly, were asking for 1000%, a million, a billion per cent. Oh, where will it all end, Clydesdale?