The phenomenon described is common - making a noticeable effort to hide something draws more attention to what you're trying to hide.

Attributing it to a specific individual seems a little weird to me. It'd be like calling lashing out in anger "the Depp effect."

Phenomena get named. Good names are in short supply. Names of individuals are used as an easy cultural shorthand.

Yes, but that then adds a communication barrier. There are more universal ways to describe what happened.