[aporetics]

I don't know about technologists who use it in writing or speaking like Rich, but you can trace writers' use of etymology to provoke thinking at least back to Plato. More recent, prominent examples would be Hannah Arendt's acceptance speech in 1975 receiving Denmark's Sonning Prize, in which she uses the etymology of "person", and at least Martin Heidegger's essay The Question Concerning Technology in which he plays with several, including the etymology of "technology" itself.