Apparently, this person explains how it got started:
[
www.metalhammer.co.uk]
If somebody asks me, it's like when people refer to NIN, they could be just talking about music Trent Reznor is working on, not a NIN release. But, since they are talking about TR, they just say NIN, so, word of mouth. and now everyone is like ...huh???
It could simply be the news TR mentioned a day or 2 ago.