Every time he learns something is awkward or unattractive, he adds it to his meaning of the word "dork." Then he notices that "dork" is an effective cue for everything he has learned about awkwardness and unattractiveness, and he concludes that everything he has learned is implicit in the shared meaning of the word "dork." Actually it's just part of his meaning of the word, so his use of the word communicates a lot less than he thinks it does.

This phenomenon is responsible for most of the mystical BS surrounding traditional martial arts training, leadership training, any kind of training where people venerate inane or vague pronouncements because of the authority of the teacher. The teacher says cryptic things to you and makes you work your ass off, and eventually (through your hard work) you learn enough to figure out what he means by his vague aphorisms. Or maybe you don't, maybe you conceptualize things entirely differently, but it doesn't matter because his language is so vague you can attribute your meaning to his words.