I think it's being used out of spite at this point or at the least partially.PhunkyPhazon said:Snip
As you point out it is an in joke but since so many people now recognize it it's been bled from the original context and culture into the mainstream and as we all know the mainstream ruins everything.
It's a joke that was never meant for you (I assume without knowing you personally) or any of us outside the circle.
Be honest, this isn't something you noticed one day while watching a movie, it's something that was pointed out to you and now you can't help but see it everywhere.
Tl;Dr
They use it just to annoy you and everyone else, filmmakers be trolling.