It's a common marketing tool nowadays. Many popular vloggers and DJ's who have made a name for themselves through social media do it too. They also use other sh

It's a common marketing tool nowadays. Many popular vloggers and DJ's who have made a name for themselves through social media do it too. They also use other shibboleths to foster an 'in-group' vs 'out-group' feeling, like hand signals, or just specific phrases used for signing off, or referring to themselves or other groups. I guess it appeals to some fundamental desire to 'belong'. Personally I think it's quite creepy and dystopian. Then again, is it worse than wearing t-shirts with the name of a software project on them outside of conferences about that specific software? That's kind of cringy/cultish too, when you look at it from the outside, but it doesn't feel that bad when large parts of your life revolve around that particular software.