In the vernacular, fact also has another meaning: true. Not conclusively true, not noisily true, but Simply True. Unrevisable. Unimprovable. Just Truth. And that's the game you've decided to be a part of. "It is a FACT that I am standing here right now." Some groups are well aware of this confounding of terms and they deceitfully abuse it.
But facts are data points. They are the things which you combine to formulate a theory. If all you have are facts, then all you have is a bundle of disconnected trivia. Theory is true power over facts, but in the vernacular, theory means opinion. Theory is weak. Theory is revisable. Theory is improvable. How do you know your theory won't change tomorrow? But Fact is Truth. It won't change tomorrow, or ever.
But in science, theory is power. Theory is sexiness. Theory is freedom from a huge bundle of disconnected, incoherent facts. "You have no theory, all you have are facts!", is a damning statement.
Historians have a lot of difficulty producing a decent theory of history. They have tons of facts, but where's the general theory of civil war? Everything in history is retrospective hyper-domain-specific explanation. So some people appreciate the difficulty of theory.
Maybe if people don't play these word games, then they also lose. But I don't currently believe that. I think the other side that plays word games is dishonest, and that those who join with me on this opinion should resist such immoral PR tactics. These are people who pervert the good instruments of societal transaction and improvement, because winning is everything to them. Whatever the damage to public relationship to science, whatever the cost to language, whatever -- let the kids of the future clean it up after we've won the "war".