dogfood in the context of the indieweb, refers to the software practice of "eating your own dog food" but in particular with using your own creations on your own personal site that you depend on, day to day.
Since colloquial usage is a bit broader and (mis)biased toward a "a company [using] its own product", thereby implying people using work creations on work sites (rather than their own individual/personal sites), and not necessarily depending on them, it's helpful to have a more specific, more meaningful term to use in broader contexts:
Negative gender and cultural associations
Self-associating with "dog" is possibly particularly negatively gendered and offensive in some cultures.
- "After @Maha_Bali’s #IndieWeb NYC keynote good intentions & realities dropping words dogfooding and self-dogfooding from my vocab. 50% of the world’s population been fighting word “bitches.” Don’t want to use metaphor of dogs #unboundeq (http://jgregorymcverry.com/7603-2/)" @jgmac1106 October 2, 2018
In fact, there's a quite a lot of lingo. Some, like selfdogfooding is pretty terriblel