He is not "wrapping" the very language. He is trying to correct the semantic imbalance that is tilted towards the $100 Billion corporation. The thing you need to grok about RMS is that he is a purist.

This fact strikes many people as stubborn, too idealistic, impractical etc - except that from RMS perspective it is the least he could do to stay true to himself.

Also consider this - the world of software has been infinitely enriched by RMS (and the like) so he has the absolute right to put forth arguments with the expectation that software developers pay attention.

Facebook on the other hand has not done so - to put it mildly.