Not everything about the old sales tools, techniques and processes were good and some were dreadful. But they weren't all bad. Some of the reason the old tools sound "sales-y" is because the object was to sell something. That outcome hasn't changed.
Not everything about the new sales tools and ideas are good either (especially those that resemble the old idea that there is some way around hard work and creating value for the customer). Too much of Sales 2.0 is about avoiding the disciplined hard work it takes to succeed in sales, especially when it comes to prospecting.
Sometimes new sales tries so hard to not sound "sales-y" that it just plain ineffective. The outcome has to change to something more than not sounding "sales-y."