Not long ago, the notion of an investor requesting multi factor attribution on their fixed income portfolios was unheard of. To a near lay-person, the concept of explaining the movements of a portfolio sensitive to interest rates was crazy. Multi factor attribution was for the front office, and its value was hampered by the limitations of the solutions at that time - unofficial results driven by lackluster data quality, without the ability to control data sources (outside of what the vendor chose for you).
At the same time, vendors and solutions providers were working hard to convince the industry that one attribution methodology was better than the other. Lehman (then Barclays and finally Bloomberg) had ”Hybrid Attribution,” other vendors provided “Key Rate Duration”, while still others tried to convince the industry they what they needed was ”Custom Attribution.” I’ll let you in on a secret: 90% of the time the same story is told in the same way. The brand name of a methodology is actually a marketing exercise.