A noticeable habit among conspiracy/conspirituality pushers too, though with stronger preferences for words like "truth", "reality", "light", "awake" etc etc. Observed recent years have them overlapping and combining with increasing regularity, feeding each others' desperate needs for new validating fictions. No sarcasm was added to post in that regard. Resembles a bit an overcompensating indicator, cause people who actually know what they're talking about when hoping to inform the public tend to not garishly front-load their rhetoric and even their whole brand with what they want you to think of them first.
"Let me tell you something doctors don't understand - trust me, I'm a doctor"
I am minded of the infuriating adverts on YouTube (all by this Baltic-based company) which have a load of stock images and a voiceover, and no matter what they're selling, it's always the same narrative. Plucky, amazing maverick inventor has created X, which uses [insert fake science here] to deliver amazing results. The big industry players don't want you to know this, they tried to bribe the inventor to bury it or buy it off him, but he was too ethical. Yours for just £59.99.
Obviously, the entire narrative is a lie. It's designed partly towards conspiracist mindset, playing on their suspicions of big business / government. The maverick underdog fighting the greedy or uncaring, sclerotic system. There's also the sort of ego massage of someone thinking they know something special and a bit secret, that puts them up on the rest of the lumpen sheeple out there. The fake science is a key element, because everyone likes to believe they are rational and as science is currently the most generally trusted source of societal knowledge. It exists in a million forms. It's common in social media, where outlets aggressively give extensive space to "experts" pushing questionable and unconventional science, their qualifications rammed to the fore in an attempt to overwhelm skepticism. And then all the audience head out there thinking they've been armed with special knowledge, that means they are special, and have somehow got one over society. But they're actually just taking dewormer that won't do a damn to help cure their respiratory disease.