I'm guessing it's an attempt to poison the well by pointing out that "I want to be able to choose which media I consume" sentiment is often employed by anti-vaxx nutjobs to protest social media censorship.
I am aware of the term, having lived in a former British colony. It's hard to verbalize it. But it was just so sudden and became THE jab not just a jab, and people were talking about it everywhere. It felt very forced and like it came out of a marketing department.