That approach didn't work for "cyber", "quantum" or similar buzzwords. Calling something by its actual meaning isn't easy to sell. Hell, even "hacking" still has the connotation of some criminal activity, although it is widely known that the process of hacking in itself cannot be classified as benign or malign! But it doesn't matter. What matters is what public thinks of it hearing the buzzword. "Deep learning" is the same thing: "I have no idea what it is, but you know what I mean right?"