Its called SEO.
If you know something bad has happened, you want to word your public statements in such a way that you beat out the bad news to the top search of Google at least, to minimize the attention given to that issue.
Ex: https://twitter.com/elonmusk/status/1465838829370228737
This Elon Musk tweet coincided to help SEO-fight against a Whistleblower claim.
Ex2: https://news.ycombinator.com/item?id=21122806
Boris Johnson using search terms to try and hide the "Bus" incident back during Brexit.
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The #1 goal is to do it in such a way that confuses and befuddles those not-in-the-know (Oh, its just the CEO being quirky... they'll brush it off). But of course, you still want to accomplish the goal and make a news-statement with the largest amount of reach such that you beat the "real news" event on the top search of Google/Facebook/other social media.
It often sounds like gobbytygook, because it is. You're just word-vomiting into the wild trying to shove search terms to the top of Google / other search engines... but in a way that no one realizes why those words are related.