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For G3, Hasbro started using the term but they were unclear at first about what it was supposed to stand for. Since the hoof hearts where a new thing for MLP, it was assumed by many that "cutie mark" was supposed to mean the hoof hearts. I think at some point, it became clear that it was meant to describe the symbol but most of us collectors thought (and still think) that it's too cutesy of a term and proceeded to ignore it. Which was easy to do because it still didn't have the significance that the term took on during G4.At least that's the way I remember it.
I think Hasbro stuck by it, cheesy though it is, because they didn't have an official and potentially trademarkable term for the symbols before that point.Speaking of the significance Cutie Marks are given in G4, I think that may have been inspired by something in G1. Specifically, Baby Ember. She was the original baby pony and her original toy did not have a symbol, only the later Ember's Dream toy had a symbol.