First, someone half-clever comes up with a neologism or repurposes an uncommon word to describe a new phenomenon.

*Monkey's paw of linguistic integration curls another of its infinite fingers*

Someone not so clever hears the word and fails to understand the word. They take it to mean good or bad because they are too simple to comprehend more than a judgemental binary. Now they use their shiny new word that makes them feel clever for everything. More not so clever individuals do the same. Now it's used by every idiot with an internet connection.

The clever person sounds like an idiot by simply being the human surrounded by parrots saying the same thing, and the concept they were trying to bring into public consciousness is treated as the noise of the rabble. It is a battle even to get people to take it seriously.

But, hey, at least the memelords get to feel clever and you can snort quietly for a half a second when you scroll past the memes.