Society, in general, has a great deal of difficulty coming up with an appropriate reaction to ‘over the top’. Whereas in one circumstance, one group embraces opinions or plans of action, another group will completely disagree and fight to keep it out. These two groups generally belong to the same business.
The definition by Merriam Webster, states that ‘over the top’ includes: “going beyond what is expected, usual, normal or appropriate.” Excluding the last one, which again, is based on interpretation, is that not what every business strives for? To separate themselves from the norm.