Pretty silly.

Click the link below to see a 180 degree turn from what marketing and showbiz used to be--the "cool" marketing of exclusion. Our old friend, midwesterner Johnny Carson, the most successful talk/variety television host in the history of American broadcasting, was known, and loved, for his absolute refusal to let anyone in his audience feel excluded, even if it meant explaining something that almost everyone already understood. (Dana Carvey has a hilarious riff on that--if I can find it, I'll post it.) He was smart enough to understand that the essence of being cool was being LIKED.

http://www.buzzfeed.com/sapna/why-brands-say-bae#.tx2dGdw4X