There are so many quantum gravity models, each identifying with the author name. Do you know know the best way or journal to create a new QG theory under my name. So instead of saying "Gu and Wen's condensed matter approach" or Horava-Lifshitz gravity. It's my own name with so and so approach so others would quote it's mine when mentioning it? Maybe I can sneak it into arxiv even with no plan to publish it in a real journal? Maybe that is enough to claim ownership of the model?
Maybe there are like 50 plus QG models with only 15 discovered. So it's cool to add some your own like "create you own QG" in light of the very possibility that string theory and LQG will come into dead end someday. Then they have to go back to beginning.