I'm not sure it's purely a matter of taste and fashion.
Let's say I make a new language called javascript++.
Instead of having `function` be a keyword, I chose `functioooooooooooooooooooooooooooon`. Based on their syntaxes, do you find one fundamentally better?
Well clearly "function" is "better", because it's less prone to typos, easier to read, and makes more sense. But if you can make a good argument to go with "functioooooooooooooooooooooooooooon" then go for it.
