It has nothing to do with being pompous, and this attitude is precisely why none of these solutions will ever go anywhere.
If you want laws to be passed, you need senators and judges and legal scholars to engage with your ideas. None of those people are going to take the idea of “enshittification” seriously with a name like that, nor are they going to put their name on a bill referencing it. There are plenty of examples of citizen activism that lead to a bill, and these bills often are name directly after the activist/movement name.
I’ll say it again: if you want political change, accept that you need to care about the names of concepts.
They can use a different name. If someone in a position to push this really felt that advancing the cause really needed a rename they could come up with a name today, get consensus tomorrow and move on with life.
This is tone policing. "Why are you being so impolite about your abuse?"
The terminology is irrelevant. Senators and judges won't deal with this because they're being paid not to, not because there's a rude word in the name.
Government itself has been enshittified, clearly and comprehensively.
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.
...for a class of people to be allowed to use in their serious business.
Yes, and that class of people are the ones actually making the laws. The ones that could solve the problems discussed in the article (like nursing apps) legally.
Sure - take a look at every major piece of legislation passed in the last century. Notice anything about their names? The Patriot Act. The New Deal. They are all pretty "positive" names without any sort of vulgarity or negative connotation.
Then also notice the total lack of major legislation with vulgar, offensive, or immature words in the name.