It started out used seriously on right-wing YouTube and forums, but it probably is the case that right-wing use of it is now self-consciously imitating the paro

It started out used seriously on right-wing YouTube and forums, but it probably is the case that right-wing use of it is now self-consciously imitating the parodic use of it by the left, so by now it's irony all the way down. [EDIT] downvoters: is this wrong? My perception was that "own" was originally (in a political context—its roots are in gaming, of course) used as a fairly ordinary headline/title intensifier to get more clicks, mostly on the right (for that particular word—everyone plays with language to get more clicks, of course), that parodic use on the left followed, and I'm guessing that its continued use on the right is with some awareness of the way it's been mocked on the left, so has likely changed the intent with which it's employed.