[rwallace]

If you're going to invert meanings, you need to be careful about the polarity. The way politicians (and corporations) do it is, as you observe, to take something bad (that they want to support) and put a good label on it; for obvious reasons, this is a winning move. What's going on here is taking something good and putting a bad label on it; for reasons which should be equally obvious, this is a losing move.