The use of 'issues' or, even worse, 'challenges' for 'problems' has been in the last decade or so. The use of euphemism in business and work is getting ridiculous. Since 'spin doctoring', though that term has fallen out of favour, and 'news management' became frontline PR tools, this kind of nonsense has been going on. We don't have 'fatal accidents', but 'serious incidents'. I can't explain it, just despise it. The basic idea is to downplay anything negative and boost anything positive, especially when it involves you parting with hard cash. Buying a shirt isn't just a mundane activity, it's a life-enriching experience (yawn). Being sacked isn't a problem, it's a challenge (vomit). Being mugged when buying a shirt is, presumably, a 'challenging experience'.... ad nauseam.