During the age of parasocial relationship building and fan hub platforms branding to catch a wide net AND appease everyone is a tight rope.

I've seen people say the feel the same negative connotations about other universal diminutives human atm, pup/dog, slave, etc.

This was most likely the term that got the best responses from their followers and, therefore, they continue using it to cast that wide net. And if one Domme sees that term is working and getting the desired results for one person, then, of course, they'll use it too.

online parasocial, D/s dynamics definitely aren't for everyone. Classic case of -- can't please everyone, all the time.