Makes a lot of sense.  Use a term that your core audience isn't familiar with so that you can impress the people who don't read your comments.

Well, actually the choice of terms tells you who they consider to be their core audience.

After hearing Jarom Jordan and others say that for years, "mission trip" still sounds completely foreign.  I'm not sure who they are trying to impress with their choice of words, but it's definitely not members of church that sponsors BYU.