[bovermyer]

The phenomenon described is common - making a noticeable effort to hide something draws more attention to what you're trying to hide.

Attributing it to a specific individual seems a little weird to me. It'd be like calling lashing out in anger "the Depp effect."

[phyzome]

Phenomena get named. Good names are in short supply. Names of individuals are used as an easy cultural shorthand.

[bovermyer]

Yes, but that then adds a communication barrier. There are more universal ways to describe what happened.