Because when people hear a word they like, they like to try and use it every chance they get. They want to show off their large vocabulary. I remember thinking

Because when people hear a word they like, they like to try and use it every chance they get. They want to show off their large vocabulary. I remember thinking something similar when the election cycle rolls around and every pundit and news anchor is talking about how an issue "resonates" with voters. An otherwise rarely used word that becomes used to describe something specific becomes almost like a brand name.