Not only are many of our industry terms confusing, some just plain don't fit anymore. While it's most recognized, the term Financial Aid Office no longer accurately describes the range of services provided by many offices. It has become a sort of catchall for everything ranging from borrowing to budgeting to credit card use to repayment. That we lump all these topics together under one heading is not a bad thing. The term doesn't accurately describe financial planning activities that aid officers so conscientiously try to emphasize to students before borrowing.
Debt also carries a negative connotation.
Although it's a fact of life for most of us, being in debt still brings a perception of vulnerability. It's a Wonderful Life and Tom Joad in the Grapes of Wrath who, though noble and ultimately heroic, are portrayed as vulnerable and weakened by their indebtedness. It's only when these characters break out of debt and out of the grips of their controlling benefactors that they become empowered. In our society, being in debt is equated with not having control over one's fate. The whole notion of planning brings up a sense of control and desired outcome, which the planner actively makes happen.