Artificial intelligence (AI) companies and their rhetoric infringe on academia in harmful ways, mirroring past uncritical acceptance of industry logics, such as those of tobacco and petroleum. In this position piece, we tease apart and explain why phrases like 'generative AI' impede scholarly discussion because by design these expressions are used to dazzle and sidestep scrutiny. Furthermore, we contend with the AI industry's logics to enable rejecting frames such as: that we must embrace the future, that this hype cycle is unique, that anthropomorphism and circular reasoning hold water when discussing AI systems, and that students are now all cheating or all need to use AI. To these ends, we expound on why universities must take their role seriously to a) counter the AI industry's marketing, hype, and harm; and to b) safeguard higher education, critical thinking, expertise, academic freedom, and scientific integrity. For each point we raise, we include pointers to relevant work to further inform and convince our colleagues.