Earlier quoted context omitted.
Academics are completely free to rebrand the naming if they need to sound more pompous and serious, the semantics are the same.
It has nothing to do with being pompous, and this attitude is precisely why none of these solutions will ever go anywhere. If you want laws to be passed, you need senators and judges and legal scholars to engage with your ideas. None of those people are going to take the idea of “enshittification” seriously with a name like that, nor are they going to put their name on a bill referencing it. There are plenty of examp…
It's not about communication, since for communication sake it's much more easily understood by a larger cohort of people if colloquial terms are used, it's simply the need for seriously-sounding jargon to be taken seriously, which is just a play in appearances.
If you want political change you need political action, the name of concepts is just one avenue for that.