Titles in software development

Why are so many titles popping up everywhere?
Programmer is just not good enough for us anymore.
How about 'Software Developer'?
'Software Architect'
'Software Engineer'

or real bogus titles that sound more like a job description:
'Software Qualtiy Assurance Team Leader'

I'll settle for software developer for now, although my current job entails a great list of different tasks. Lets try it out:
'Quality Assuring Software Architect Designer' - boo!