Similar to a lot of the other posts on here, I used to be too embarrassed to say the word. I suppose I had the subconscious feeling that if a vanilla person were to hear me say it, that would somehow low-key confirm me as a weirdo perv... whereas just doing it is more likely to come across as a playful normie thing. ("'Fetish'? What are you talking about? I was just having fun.") The word, this idea goes, proves I'm thinking about it enough to talk about it.
But since then, I've tried to own it... in certain situations. I've said a few times on a date, "Oh, here's a game we could play -- the tickle test. You have to try to not move and not react at all -- okay?" I've found that nearly all vanilla girls hear that as "I've been trying to think of a game... oh wait, here's a random game that could be fun," rather than "Can I introduce you to my unusual fetish?" They always say yes. Even if they say, "OMG, I'm super ticklish," I'll just respond with something like, "Then I guess you'll probably lose, but let's see. Ready???" They say yes to that.
In seconds, a completely vanilla girl on a date has actually consented to letting me tickle her, and I get to learn more about how she's wired, if you will. And someone ever were to say "no," I could still easily shrug it off as a game, rather than membership in a weirdo club.
So I agree with others. Using the word is empowering and fun. Try it, if you don't say it already.