@Reyn,
They just want to show that they are at the cutting edge of modern communications. If that's where they are it's understandable that they would seek to strut it before the gawping eyes of us old fashioned fuddies. One can hardly "loathe" it. That's much too strong a word.
"Loathe" is for things like treading in dogshit or the custard being too thick for the Bakewell Tart (genuine).