Agree, it's the most overused and misused word, that and "risk" .
Apparently me being unable to contact my local sainsburys by telephone when no one was there during my click and collect slot in the car park was all about keeping me safe and protecting vulnerable customers. Actually no way to get to speak to anyone without going into the store.
Anyway if we ever get out of this, I'm sure many people will be unable to actually run their own lives without a daily briefing telling them what to do.