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Not entirely sure I like how vulnerabilities are almost marketed these days.

I believe it’s intentional. As to drive awareness of large issues and increase adoption of updates.

https://hbr.org/2014/04/heartbleed-the-branding-of-a-bug-and...

That, or it props up the researcher's ego / Twitter cred.

The complaint always used to be that people never talked about security enough, that the references to specific issues were too obscure, and that not enough attention was paid.

I don't know whether it was ever expected that the general populace would suddenly develop a deep interest in understanding the latest CVE-XXblahblah, but if the only complaint is the marketing then frankly I'd prefer the "people talking about vulnerabilities using cute names" over "people not talking about vulnerabilities".

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