Yes, it started from this terminology change at Twitter in 2020. They're the reason that version control systems call the primary branch 'main' instead of 'master' by default, because 'master' comes from the master/slave terminology that is used in electronics hardware design.

There's a comment here saying that master/slave in hardware design is being replaced by primary/secondary because of the software trend, which I think is stupid. Master/slave works much better in that context because the master device controls the slave device. Primary/secondary implies that the slave device is a fallback of the master device.