Spiritual but not religious?

Both Christians and non-Christians are keen to distance themselves from the word, "religion" today. Non-Christians will often say they are "spiritual but not religious" while Christians will often say their faith is a "relationship, not a religion." Why is everyone so keen to disavow the word "religion" and is it time for Christians especially to reconsider and reclaim it? Especially since the Bible itself seems to have no problem with the word?