I don't know who coined the phrase, but it, like "defund the police" is something that sounds like it was developed with controversy in mind. It's supposed to make you feel uncomfortable in its naming because it asks people to ask uncomfortable questions.
And like I said, that might stroke the interests of academics musing over such things and the realms of tumblr and reddit trying to get a rise out of people, but its a terrible marketing strategy. Trying to engage in a conversation with somebody with "well you see Critical Race theory is actually about..." or "no no no, defund the police actually means..." means you're already fighting an uphill battle. If you need to explain what you're actually selling, you've already failed at selling.
Republicans are fiendishly shrewd when it comes to naming things. They didn't name it the "pro-we get to tell women what to do with their bodies" movement, they called it the "pro-life movement." It wasn't the "increase of government surveillance and suspension of habeas corpus for immigrants act," it was the "patriot act."
Now, to be fair, in a rare exercise of good naming judgement on the part of the left, supporters of a woman's right to choose wisely went with the name pro-choice. Can you imagine if they had named it the "pro-abortion" movement? They'd have gone nowhere.
Naming matters. Controversial naming, or naming that requires an explanation, makes it very difficult to get mass support.