They're taking after the RMS school of linkbait PR — a mix of activism that's too earnest for all but their most strident supporters and neologisms so punny that even your dad would groan at them.
True. But let's not make it sound like it's only a hackery community thing. Another example: Greenpeace (as opposed to other pro-enviornmental groups).
And depending on your world view, possibly Fox news. ;)
