Just as "new informal rules of language" are. We invent new words and phrases to make a point or to change minds. Youtube is full of people pontificating about how right they are nd how wrong and bad everyone else is. For every Noam Chomsky there is an equally self righteous expert on the other side proclaiming the Truth.Formalized rules of language are power plays. Any number of lectures on this topic, by Chomsky himself, are available on YouTube.
Words, often with images or music, are how we communicate. They are powerful in the hands of the well-spoken. When one wants to make changes, changing the language and the words in use can change the dialog and reinforce the effort. This is nothing new or even special.

Link to video.