For me, the word was "Loving".
Great "Loving" Kindness.
Great Undeserved "Loving" Kindness!
Disfellowshipping is a "Loving" provision.
When the WTBTS want their accolytes to swallow another bitter pill, another restriction, another rebuke, another demand on time, the buzz word is "Loving".
The "Loving" word, is, to the average JW, the same as the McCabe Nod is to the salesman. The McCabe Nod is used by salesman all the time to get the prospective customer to agree to something that he doesn't care for too much. This is how it works:
"This car is exactly want you want, isn't it?" asks the salesman, who is also nodding very firmly at you as he makes the statement. You automatically start to nod along with the salesman, it then becomes a natural response to say Yes as you nod. You have been triggered into responding positively to something that you feel a negative reaction towards. Even though you may still say No, you will then feel a sense of disequilibrium, a sense of conflict.
I guess that the word "Loving" does indeed blind many to what they really feel. Maybe there are other instances in which specific words actually masked over what we really didn't like.
Englishman.
..From the scepter'd Isle kept free by 2 fins and 4 Merlins.