Of course it has to do with appearances, hence "pompous and serious", requiring a term change just so it can be taken "seriously" because the portmanteau sounds too crass or colloquial. It's all appearances, the underlying concept if it's called "enshittification" or "rot", "decay", etc. is the exact same, it's just that "enshittification" sounds too crass for a class of people to be allowed to use in their serious business.

It's not about communication, since for communication sake it's much more easily understood by a larger cohort of people if colloquial terms are used, it's simply the need for seriously-sounding jargon to be taken seriously, which is just a play in appearances.

If you want political change you need political action, the name of concepts is just one avenue for that.