Progressive rebranding refers to actions undertaken by media companies to rewrite, reword, or remake works of art that are allegedly offensive or out-of-touch with the current social norm, to make them more inclusive and sensitive. Such changes are new to the work of art, and not intended nor included by the original creator of the work.

Recent examples include: The rewriting of Augustus Gloop in Roald Dahl’s Charlie and the Chocolate Factory to be “enormous” instead of “fat”, the remake of Beauty and the Beast by Disney to highlight Le Fou’s sexuality where it was previously hinted at, and the remaking of Aladdin by Disney to give more independent screen time to the character of Jasmine, who was previously given almost no independent screen time.

For the context of this debate, "elusive" means difficult to find, or catch. They are, in a word, "slippery."