See [1],

"Phabricator uses a lighthearted tone in documentation and some interfaces, and includes some features which primarily exist to add flavor or make things sillier.

We use this tone because we like building software like this, and the feedback we receive about it from users is overwhelmingly (and often effusively) positive."

[1] https://secure.phabricator.com/book/phabricator/article/tone...