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
Tienen que apostar porque quieren parecer de vanguardia al descubrir las palabras que lo van a lograr, como LOL, y no quieren parecer flor de un día al incluir palabras que desaparecerán,