Because Paul Reubens hacked his own own reality and made it something interesting and amazing to behold.
Performing his stage show in L.A. so that someone from a movie studio will "discover" him again and get psyched about a movie project? That's really really clever.
Stop misappropriating words because they sound cool, there are whole dictionaries jam packed full of superb words, and its a lazy shame to lean on tedious zeitgeisty phrases.
Seriously, though, his use of the word hack was obviously intended to disarm the GGP's implied argument. It made me chuckle, and I think was a good word choice despite it's "tedious zeitgeistiness".
Edit.. Yep! On re-reading I suspect you are are right, now I just feel silly!