I heard a lobbyist give a seminar once. He told a story about a campaign to influence for environmental laws. 75% of the fight was capturing a few key wors, get them associated with his side. Custodianship. Responsible. Etc.

Feels kind of evil and orwellian. rms (without the premeditated scheming) does something similar but blunt and people resist. We intuitively feel that if you make us use your words, you get power over us.