They've been doing it for years, at least a decade, if not longer.
At one time there was some air traffic that began in that part of the band. The first few times I heard WJHR up there is was a real "WTH" moment, "Why are pilots ranting about religion?". Then I was sure it was an unstable harmonic. Nope. One day I'm on a radio newsgroup and there it is, "WJHR 15555 USB". I felt like more of dolt than usual.