Look up how often people like LeCun actively avoid citing his "most cited papers in the field" out of little more than unprofessional spite.

> it'd be much better if he was actually encouraging people to adopt them the proper way

He is and does. That's literally why they are highly cited papers in the first place.

His argument for not being cited isn't against the wider community who do cite him. It's against the major players who actively refuse to cite him.