The funny thing about buzzwords and best practices is some of us think they're the sky (or ceiling) instead of the floor.
And the buzzword 'best practice' is the best example of a buzzword gone wrong.
It is the start. The bare minimum. It's not aspirational or idealistic or the dreamland of wannabe marketers.
Working to get there is a fine goal to work toward... and it's attainable. Get there a.s.a.p. and don't look back to easier, lazier times.
But staying there isn't the goal... that's the price of admission to good marketing.