This isn't satire and it doesn't have to be dismissed. While I don't find increasing the definition and perceived uniqueness of one's personality and identity is necessarily a positive social thing, it's pretty much the most common thing in today's world - so we shouldn't be judgemental of anyone for doing it, even if "their unique terms and identification process" don't match our own.
From a project perspective, I find this to be SO creative and VERY HELPFUL energy in terms of truly starting from a primitives/first principles perspective and shows how having a specific ethos and concept allows for development of new forms.
Like it or not, it's easy to find out the date that oil (petroleum) will run out. It's easy to see the writing on the wall for anyone who cares to see - a high tech utopia Earth will not be. So enjoying the process of pre-emptively creating new tools, new techniques, and flexible terminology - all of this will BE OF AID to all people who must live through this century together.