I think the colon is his convention for within the definition, as a visual marker to distinguish keyword parameters from others. When you later call a function or macro defined as such, you won't need to prepend the colon to arg you're passing (similar to how mine was called in within the definition but could be fruitloops when I called it).
Edit: On second thought, probably does use the colon when calling the function as well.
The prettiness wasn't a concern; as programmers we're used to needing hyphens or underscores, to ignoring parentheses and focusing on indentation. The colon's like that.