They have to gamble, because they want to appear cutting edge and catch the words that are going to make it, such as LOL, but they don't want to appear faddish and include the words that aren't going to make it, and I think a word that they're watching right now is YOLO, you only live once.
Ils prennent des risques pour paraître avant-gardistes avec des mots qui perdureront, comme LOL, sans suivre les effets de mode et se tromper dans leurs choix. Ces jours, ils ont surement à l’œil YOLO .