I highly doubt that people are trying to assert their dominance at random CTAFs with the radio calls they make, I imagine it's more to do with that magical thing called "Airmanship".
Those that are taking offence to targeted use of "caution wake turbulence" or any other phrase that might illicit the "I know boats" reaction, really need to sort their own insecurities out.
FWIW our company uses and currently teaches "climbing to Flight Levels" as standard terminology. Does old mate Jabiru driver really care which exact FL? If anyone can find the AIP reference that deals with this, I'm all eyes..