RFC 2119 Key Words in Management Textbooks

Recently, I've been reading some management textbooks. Just a random observation: It is common to use MAY when describing the way the world is but to use MUST when prescribing what companies and managers ought to do. Would the works of Kotler, Keller, Hitt, Ireland, Hoskisson, etc. survive a review on an IETF mailing list? :-)