Was that Seinfeld was able to create cultural catch phrases without relentlessly beating the viewer over the head with them. Not that there's anything wrong with that. Master of my domain. These pretzels are making me thirsty. Serenity now. Festivus for the rest of us. All of these phrases were masterfully set up and delivered in one episode. They were smart. They stuck. They didn't need to repeat them in other episodes. The audience got it.
Friends had to beat its viewers into submission with smelly cat, we were on a break, ugly naked guy over and over and over, for cheap laughs before the audience finally moved them into their vocabulary.
Your rules are smelly cat. You're trying too hard to make them a thing. It's not sticking. Don't be Friends. Be Seinfeld.