Lakoff? That explains a lot.
I wondered where these linguistic twirling high-jumps were coming from. The man's entire career, as well as the function of the Rockridge Institute, is based on using language to sell things nobody would buy if they were honestly presented. Obliterating the meaning of words, and often even the very concept that words CAN mean something is the oldest gag in the book from people who definitely don't want to be pinned down on their beliefs.
The fact that Rockridge advertises itself as "non-partisan" shows exactly how this works.