Oh that's an interesting question. When I speak a different languages I switch to thinking in that language (this goes for human and computer languages). If I talk with a Russian friend, I think in Russian. When use a functional programming language I switch to thinking in functional concepts (maps, folds, list comprehension, closures). When in an OO language think about composition and so on.

So when they write that stuff I imagine for an hour they switch to "CEO mode" and think in those concepts, write things down. Then they become themselves [+].

Also the best propaganda is propaganda that is internalized, people often brainwash themselves, because it makes things easier and is much more effective than pretending to speak one thing but think another.

[+] One can argue there is no such thing as "oneself" and we are all just a sequences of such personas or roles we play. But that's for a philosophical aside.

> Do people who communicate in spin-speak start to think that way on the inside too?

A friend rose up through the ranks in a Telco to become a Director, and I genuinely think she believed the spin-speak was/is real.

She spent so many years of her life in meetings having it hammered into her head, then spent so many years hammering it into the heads of others, she actually thought it was real life.

Even when we were on vacation out camping away from the office, she would talk about the company using spin-speak. It was not possible to say "cut the crap, let's be frank". She was unaware there was any crap to cut.

> This is why I read the comments first, just avoided another painful article.

The comments also load a lot faster than the article, usually :)

I sometimes wonder about that too.

I remember when Ellen Pao was accused of this when she was CEO of Reddit. I think she also made mistakes like posting private links.