Why are restaurants and menus in the UK increasingly calling their food absurd names?

I think a lot of this is stemming from TikTok and Instagram ‘foodies’, and it’s more from start-ups, independents and the like.

Basically food will have these absurd names for stuff, here’s a couple of examples;

A burger restaurant with names like ‘DADDY I WANT MORE’, ‘FILL ME UP CHEESE TRIPLE’, and stuff like calling the loaded fries ‘Slutty Chips’.

Then scratch beneath the surface and there’s a whole wide range of stuff like everything having to be ‘Marry Me Chicken’ and anything hot has to be ‘FIRE CRACKER’.

Who started this bizarre craze of naming stuff in this way? Or what did, im seeing it more and more.