I could see the potential for using words to attract more people to the movement also. Have you noticed how quickly you get labeled by people on the (socialist/communist) left as being an ultra right-winger as soon as you use the word "Libertarian" to describe yourself? Sometimes it's hard to get past that initial barrier of irrationality that so many people have. I'm not a fan of labels myself, but the reality is they do affect people, particularly those that have not yet freed their minds of the illusion of legitimacy of the state.
Cyro, I see your point, but I also think that the labels will probably have more influence in non-Libertarian circles than here. Afterall, most of us here tend to be smarter than the average bear, so to speak. That's why we're here.
My impression of the label is that it's little more than talking about sharing the same sort of goals that many on the political left have while also sharing our principles about the inappropriate use of force as well as our belief that those principles will be most effective in ending things like poverty and braodening everyone's access to healthcare, etc.