My theory is that these people are the stewards of internet culture. Moderators, meme creators, leaders of niche online communities. Therefore the jokes they make spread a lot more easily due to exposure.

I think part of it is that people use it ironically to make fun of incel culture but then it gets absorbed into our language unironically. Similar to how AAVE ends up in mainstream language because non-Black people use it ironically (more to make fun of themselves), but then it ends up becoming an everyday part of the language.