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This is the conversation goes through somebody's head when they hear someone describe themselves as "progressive."
"This guy's a progressive."
"Progressive? What does that mean?"
"It means he's a liberal."
"Well, why doesn't he just say that?"
"Because he thinks everyone dislikes "liberals."
"Oh. So he came up with a synonym and thought we wouldn't realize it's the same word. He's afraid to call himself what he really is and would rather hide behind a new word that hasn't been attacked so much yet? Rather than challenging misconceptions, he's trying to trick us?"
"Pretty much. Yeah."