I hate the term. I don't know how long it's been around but it is overused as far as I'm concerned. I consider it a "Foo-Foo" term. (Meaning to be pretentious, fashionable, trendy or chic.)
Come on, what ever happened to, "you know Coke goes well with a turkey sandwich"? No, it has to be, "we suggest a turkey sandwich paired with a Coke on ice". Crap! It bugs me, man!
Is the world trying to force me to use the term? Fine. How about, "PAIR THIS!"
I feel better now. Everybody back to what they were doing.