The same way that things went from being "neat" or "cool" became "awesome," and how a few years back all "fails" became "epic fails." Nowadays one can't be a "good" coder, or an "excellent" coder. One must be a "rock star." People who aren't rock stars aren't merely "below the median," they are "fucking retards."
My city has been trying to get some dubious development lately (casinos and the Olympics). The politicians and developers, seeking to get voter approval for revised laws, tax breaks, and other asshattery, love to throw around terms like "world class." I saw an ad on the subway that used the phrase three times. It's like listening to Donald Trump imitators throw around superlatives "the classiest, most gold-plated, marble-encrusted codpiece you ever saw."