Because it’s used in all Jewish circles to refer to the honor of God ??
I just want to make sure I get this. You want to know if rabonei Chabad approve of anonymous comments on the internet using the phrase "chilul Lubavitch."
Nevermind the site itself would never be approved of by any rabonim.
Never mind the site is based on lashon hara, heipach hatznius and and denigrates and arguably does more than any other ill to tear at the fabric of true Jewish life.
Nevermind that the story in question involves the possibility of either tens of thousands of pasul mezuzos, libel against dozens of Yidden who stand to lose their parnasa, or both.
All of that was fine. What horrified you is the use of the word "chilul" without being joined to "Hashem". What's your feeling here, the commenters are saying Lubavitch is Hashem? Lubavitch is Judaism? Is the issue that Lubavitchers cannot feel someone is descerating the name of the movement because you aren't familiar with anyone with enough self pride to be bothered by such a thing?
Is it only that you've never heard the expression used before? Should the rabonim come out against the use of the word kvort?
I'm just so confused.