The contextual aspect is now it's used with another phrase "martyrs". Which turns the whole spectacle into a very subjective place. If they know that it has double meanings, then they are doing knowing some will misinterpret. If they don't know, then they are still fomenting anger by using phrases they don't even know can be interpreted.
Words matter. Always have. This whole double entendre aspect thar has taken hold...say what you mean and mean what you say