I think they avoid it more because of the "nerdiness" of the term, in the sense that it's going to be something that thickly-bespectacled, pimple-faced, socially-inept and unattractive people will obsess over for years to come.
Studios and publishers are reluctant to be seen as pandering to that crowd, as ridiculous as the notion is.
I think these publishers and studio people are hopelessly out-of-touch. I was at a Borders Express last night looking for a specific comic book, and I saw a young man who was clearly the very picture of teenage hipness poring intently over a manga book.
I've been to conventions where I've seen queues of typical-looking young people lined up to get autographs from their favorite artists.
But you can't convince a 60-year-old publisher that anyone who reads or watches science fiction is anything other than a carbon copy of George McFly in Back to the Future.
But, eh, so what. We know what it is.