Or (stick with me) perhaps your town is one that doesn't use the language and other towns do.
Or (stay with me here) perhaps the phrase is more common in more diverse areas with multiple demographics and as a result of this diversity the phrase is used.
The word gained a lot traction in more formally educated areas, think big cities with a lot of universities and a high costs of living. It is not an online thing, implying such a thing is stupid.
Similar to Royalan I was taught this word by latinx activists who use the word commonly and I now use it. People who make a big deal over a word that is used to show inclusivity are just showing their ass.
Ive lived in LA and have worked closely with activist there (mainly University and ground work for protest) up until 2017. This Latinx thing is new and I never heard it IRL. Shit, Most Mexican-Americans activist don't like being called Latino anyways. I only say it online.
The majority of us call ourselves Chicano. Especially those of us in California that are second or third generation with parents that were around during the worker rights protest. Latino erases a large part of our history