This article shows that rhetorical drift is often conscious and calculated to change people’s behavior. People have long realized that using words in a certain way can sway people to do certain things not by persuasion but by manipulation.
That’s why, for example, Nike tells you “JUST DO IT” rather than “OUR SHOES WILL ENHANCE YOUR ATHLETIC PROWESS.” Incidentally, that’s also why you hear about churches singing of God’s “reckless love” as though God has failed to reckon anything. People have largely stopped caring what words mean and what language does. It doesn’t have to make sense. It has to sell.