This is also why defining terms is so important in a conversation. "Robber baron" and "job creator" refer to roughly the same set of people, but have wildly different connotations. Whoever sets the definitions gets to set the framing of the entire conversation that follows. Sometimes, this means that even using the name of a group lean a conversation one way or another. (e.g. The term "Objectivism", Ayn Rand's name for her own philosophy, is accepting that there is something objective about it.)

To paraphrase Fred Brooks: "Show me your arguments and conceal your definitions, and I shall continue to be mystified. Show me your definitions, and I usually won't need your arguments; they'll be obvious." (s/flowcharts/arguments/ and s/tables/definitions/ from the original.)