It's a loyalty test. And he's given his supporters permission to classify anyone who doesn't follow along as 'the enemy' aka 'the other'. It's a shortcut so his supporters know they don't have to give any credence to anything else they say, since now they assign all the other labels and insults he's hurled at 'his enemies' to the person they are talking to.
This is the right answer. People should start pronouncing it see as in yes in Spanish. Let’s see how long he sticks with it then.
So he renamed AI to SI and decreed that all must use it, and whoever acquiesces is loyal and everyone else is a traitor?
Surely there are less embarrassing ways of doing that sort of thing...
There's already been a few media outlets (and not just the obvious way right pseudo-media) who have started using it, eager to stay in his good book.
Gulf of Mexico -> Gulf of America
Department of Defense -> Department of War
Lake Ontario -> Lake America
AI -> SI
He's been doing this for years. Change the name from something widely used/adopted to something brand new and watch who follows along. Anyone who starts using the new name is a friend, and anyone who doesn't is an enemy.