I was unaware of the broader trend and find it disturbing too. It’s a poor choice of words. Fine for the tiny percentage of the population that is technically minded, but for the overwhelming majority, it will carry connotations that will have trickle-down effects across the broader electorate.

It subtly influences anyone who doesn’t think about it very hard to view those campaigns unfavorably, given how the word insurgency is most closely associated with terrorism and warfare.

Things like this need to go through a science communication translation to avoid harming the public.