Toning, sculpting (coolsculpting?), shaping, firming: they're all the same.
They're words used to indicate physical transformation. I can get on board with that: you're powerful beyond measure, and you have the power to show up in your body (and in your life) exactly as you see fit.
The issue I take, though, is that those are almost exclusively used to give us all the same goal: getting smaller.
Fitness is about SO much more than that.