Americans like to take many disparate things and make them one thing.
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> [...] the act of assembling, and forcing into the same category, works and authors who might have been contemporaries and even have read and occasionally praised each other’s works but who remain impossible to juxtapose and even less to reduce to the same gregarious family: French Theory is a deliberately open-ended (or inclusive) and blurry rubric, [...] marketed in such a way that its American users and consumers will quickly forget that these people don’t have that much in common.
Giving it a short, powerful, single-word name ["Theory"] is probably a big part of that.