Why is the term Churrigueresque used for a style of Spanish Baroque architecture?

The term Churrigueresque is used to describe a late Spanish Baroque architectural style characterized by exuberant, highly detailed, and often frenetic surface ornamentation. The name is derived from the Churriguera family, a prominent group of Spanish architects active during the late 17th and early 18th centuries, most notably José Benito Churriguera.12

While the term is eponymous, it is important to note that the Churriguera family members—particularly José Benito—are not the most representative masters of the style. José’s own work actually displayed more restraint and was influenced by classical architects like Andrea Palladio. The more lavish, "Ultrabaroque" excesses associated with the term were largely developed by the family's students and other architects, such as Narciso Tomé and Jerónimo de Balbás. In Spanish America, the style evolved further, incorporating native influences and the use of the estípite (an inverted cone-shaped column) to create a sense of mystical, trancelike intensity.123