A rhetorical tactic that consists in trying to make something look more positive than it actually is by choosing the most good-sounding words as possible to refer to it.
When institutions and corporations need to convince people to agree with potentially harmful or disempowering ideas/practices/technologies, they carefully avoid referring to it with anything that might suggest their negative impact and instead resort to terms with a vaguely similar meaning but are strongly positively charged, often alluding to vastly agreed-upon ethical values.
Typical examples of this operation:
centralization becomes "union"
control becomes "safety"
expropriation becomes "sharing"
imposition becomes "duty"
intrusion becomes "transparency"
obedience becomes "responsibility"
propaganda becomes "information"
subversion becomes "progress"
technocracy becomes "technology"