If we call a thing "jailbreaking", we're going to be battling negative perceptions forever. We're trying to explain to people who really don't care that they should take time out of their day to help legalize something called "jailbreaking". The RIAA, MPAA and ESA would struggle to dream up a more dubious name if they were embarking on a spin campaign to criminalise it outright.
Why couldn't we have called it "derestricting" or "liberating" or something? Why couldn't we have chosen a positive, all-American sort of name? I know, I know, these are our devices and we're having our freedoms taken from us, so we're totally like POWs, not criminals. We're the good kind of escaped prisoner. Now explain that to my mother in a few short words while Bill O'Reilly accuses you of supporting Al-Qaeda.
For a bunch of geniuses, we do some really dumb things.