We all know that cults use loaded language as well as redefine words and phrases to have their own special meaning.
Not to long ago I was talking to a very devout JW sister (totally brainwashed just doesn't describe it) about my daughter. She kept talking about the "young ones". She must have said the phrase twenty times over the course of the conversation.
And every one knows that if you repeat the Kingdom Approved lingo that means you REALLY love Jehovah.