OK, seriously now. You can look at the name from two angles:
First, it’s about our perception of language, how we conceptualize it. We use a lot of imagination in doing this, so it’s not always right.
Second, it’s about creativity. The imaginative ways we use language, innovate with it. You could also say it’s about making sure to retain creativity and out-of-the-box thinking while scientifically facing the questions of language. And lastly, yes, don’t tell anyone, but making up languages is fun too.