I mean this is partly deranged megalomania but it's also partly a shibboleth right? You can signal that you're a true believer loyalist by not using the verboten term
but as the title of the paper implies it works much better when it's a covert means of in-group identification, allowing prisoners-dilemma style cooperation without tipping off counterparties about affiliation. When it's no longer a covert signal but more of a compliance test I suspect it rapidly tips into negative utility.