It’s kind of a dumb way to describe what is essentially positive mental attitudes.
There is some thought in Buddhism that manifesting positive “merits” (energy/thoughts) that can be sort of broadcast into the world to alleviate dukkha (suffering).
Everyone knows that negative attitudes are contagious in groups. The same is true for positive ones.
“Oh! I love crystals! Want me to read your tarot?”
You buy my bullshit, I’ll buy yours.
Same as guys do with knowing karate & stuff.
“I was taught bum-fu by a hobo that uses these techniques to protect himself while riding the rails!”
“Oh yeah?!! Here, grab my hand like this… I learned it from a guy who was a dark ops specialist in the French Foreign Legion. He’s a certified merchant of death!”.
I know of one former “fitness influencer” who used to sell online training programs, diet plans, coaching, etc. I think she was published a few places too. (Not here.)
Well, last time I looked, she’d switched to selling spells and had an online “coven” with a membership fee.
Hey, same marketing plan!
Not sure how she’s doing now financially compared to her fitness days, but I bet she has plural pronouns.