[mden]

I find meta-arguments like this really silly. You are simultaneously telling him that people are entitled to their own opinions while at the same time saying his opinion is invalid.

As to it being political correctness, I would argue that has little to do with it. It's really marketing - an attempt to change the perception of something to achieve some goal. No one's feelings are hurt when you say something is challenging (I guess unless you explicitly say challenging compared to what).