what is this new hodl craze?

if you cant spell 'hold' please don't try turning it into a craze where others end up following.
the reason i think its a failed craze to start, is firstly you don't hold bitcoin as its not physical. you can:
possess
own
control
hoard

so the hodl word which i have seen over a dozen people now use in the last 48 hours, is a total failure