Why Won't Tesla Talk About Insane Mode?

Everyone can't stop talking about the new Tesla Model S P85D's "Insane Mode"—rocket-like acceleration that propels the vehicle from 0 to 60 mph in 3.2 seconds—since DragTimes released this eye-popping video at the end of January. 

Everyone except Tesla Motors that is.  

I can't find a single mention of Insane Mode in a Tesla Motors press release, on the Tesla Motors website, on its Facebook page or Twitter feed. I haven't found a trademark for it yet either and Tesla doesn't appear to own the URL. 

In fact the closest I can come is this Tweet from Tesla CEO Elon Musk on January 28, but he only uses the term in quotes, referencing DragTimes' video. Otherwise, Tesla refers more vaguely to the vehicle's "performance" and "acceleration" in its official communications. 

Insane Mode is no scam or spoof. The feature is real, as many P85D's test drivers and a few very excited owners have reported. (There are dozens of photos of "Insane Mode" on the vehicle's touchscreen, too.)

So I'm left scratching my head: Is this the first social-media-created brand in history? (If so, Tesla is an even more brilliant company than I already believe it is.) Or has Tesla decided not to publicly use the term for other reasons—legal or otherwise? 

Help: Why won't Tesla talk about Insane Mode?