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Because that's how people want it. Words only have whatever power people give them.

This word in particular has taken on a life of its own. It's become a battleground. Some people use the word as a weapon but I think now we have a situation where some people WANT other people to use it because that allows them to attack.

Behind all of that, it's become a part of pop culture, which ensures that it won't fade away anytime soon.